Ludus operates a zero-cost ticketing platform for performing arts organizations, monetizing through patron convenience fees while transferring full ticket face value to venues. What began as a freshman year project for a high school theater director evolved into a company processing millions annually across thousands of customers. After surviving COVID-19's 95% revenue elimination and competitor market exits, Ludus captured displaced customers and achieved their growth inflection point. In a recent episode of Category Visionaries, CEO and Co-Founder Zachary Collins detailed the execution mechanics behind customer advocacy generation, human-differentiated scaling, and market expansion through systematic word-of-mouth amplification.

Topics Discussed:

Monetization alignment between platform and venues through patron-paid fee structures
Crisis survival mechanics: reducing to two employees while maintaining core product functionality
Systematic customer advocacy through documented attribution and public recognition programs
Counter-positioning against AI-first competitors through human-guaranteed support availability
Strategic capital deployment: transitioning from profitable bootstrapping to venture-accelerated expansion
Geographic and vertical expansion from high school theater to community venues and concert halls

GTM Lessons For B2B Founders:

Deploy bottom-up penetration to bypass procurement friction and generate authentic adoption signals: Collins chose theater director sales over superintendent-level contracts despite longer individual deal cycles. This approach avoided forced adoption resistance while creating measurable engagement data from actual product usage rather than mandate compliance. The strategic insight: bottom-up sales generate higher-quality expansion opportunities because satisfied end users become internal advocates who influence broader organizational adoption. Implementation requires identifying decision-makers with both budget authority and day-to-day pain points, then optimizing for usage depth over initial contract size.
Transform support incidents into systematic advocacy generation through zero-effort resolution protocols: When database corruption lost customer registration data, Ludus manually contacted every affected parent, reconstructed missing information, and delivered complete solutions in organized spreadsheets. This zero-customer-effort approach generates 97-99% satisfaction scores while creating advocacy moments from potential churn situations. The tactical framework: establish incident response that eliminates customer work entirely, document extraordinary efforts taken, and follow up to ensure complete satisfaction. This converts support costs from pure overhead into measurable advocacy generation with direct attribution to pipeline growth.
Engineer feature request workflows for collaborative product development perception and testimonial generation: Collins maintains attribution tracking for every customer suggestion, notifies requesters when features launch, and credits contributors in public release communications. This systematic approach creates investment psychology where customers feel ownership in product evolution rather than experiencing transactional vendor relationships. The operational mechanics: implement CRM tagging for feature requests with customer attribution, maintain development pipeline visibility for relationship managers, and create regular recognition touchpoints that generate authentic testimonials from customers seeing their ideas implemented.
Capitalize on crisis-driven competitor consolidation through rapid capability expansion and customer acquisition: During COVID-19, while Ludus approached business failure with 95% revenue loss, they developed social distancing seating configurations and streaming integrations. As competitors failed or lost customer trust through poor crisis management, displaced organizations sought alternatives, creating Ludus's 2021 growth acceleration. This demonstrates the competitive opportunity in market disruptions: companies that maintain product investment during crisis periods position themselves to capture market share from failing incumbents. Strategic preparation requires maintaining development capabilities during revenue downturns and building crisis-specific feature sets before market demand crystallizes.
Counter-position against AI commoditization through human interaction guarantees and relationship depth: While competitors deploy AI-first support to reduce costs, Collins maintains human availability guarantees including coverage 10 minutes before customer events. This creates differentiation as AI standardizes basic interactions across the industry. The strategic positioning: as routine customer service becomes commoditized through AI deployment, companies maintaining genuine human relationships capture disproportionate value in relationship-dependent markets. Execution requires deliberate investment in support team scaling, clear AI boundary policies, and metrics that measure relationship quality rather than just response time efficiency.

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