What inspires a 20-year-old student-athlete to launch multiple startups off of his basketball scholarship? For Landon Natrass, it was a blend of personal experience, insatiable ambition, and a knack for spotting gaps in the market.
As an Honours student at Leeds Business School, Landon is making waves in the entrepreneurial world whilst studying Finance and Entrepreneurship. Landon’s journey is
He received a basketball scholarship to Eastern Wyoming University, but after the coach left, he transferred to the University of Colorado at Boulder, a decision he called “the best decision of my life.”
Landon has always had an entrepreneurial spirit, having started seven companies since middle school and been involved in a variety of industries, including two esports teams, a subscription t-shirt line, and a digital marketing agency. More recently, he’s worked on a mental health platform, stool monitoring technology, and energy shots. His ventures are varied, and one of his latest ventures, Oomf, is a healthy and convenient energy shot designed to meet the needs of busy people.
From personal struggle to entrepreneurial vision: The birth of Oomf
The inspiration for the product came from Landon’s own experiences as a student-athlete and his mother’s daily life as a yoga enthusiast and busy mom. While playing basketball at Eastern Wyoming, Landon would frequently call his mother to update her on what was going on. Balancing motherhood, household chores, and her own health, Landon’s mother was always busy and often didn’t have time for coffee, even when she was tired. Similarly, Landon’s schedule was packed with classes and workouts that left him exhausted at the end of the day.
Landon and his mother both wanted a convenient way to get some energy but were lacking in existing options. The energy shot market was dominated by brands like 5-hour Energy, Stacker, and EXtreme, but these brands were packed with synthetic, harmful ingredients. Landon wanted a healthy alternative that offered the same convenience. While talking with his mother over winter break, the idea for healthy energy shots began to take shape. Though initially focused on a career in investment banking and consulting, Landon had a strong interest in starting his own business due to the influence of his parents, who were entrepreneurs. With the help of his mother, they brainstormed the name, color, and brand positioning they needed to establish themselves in the market. Landon began reaching out to developers and industry experts to learn more about the market.
Landon partnered with California food lab Power Brands for development and was ready to invest $15,000 into the venture. He discussed the idea and concept with about 15 of his mother’s friends, who all appreciated the idea and concept. Encouraged by this positive feedback, he presented the idea in a new business creation class, further refining his approach and solidifying his resolve to bring Oomf to fruition.
Innovation and collaboration through the creation of new ventures
The New Venture Creation class (NVC) is a standout experience for many students, including Landon. In class, each student presents a one-minute idea and the class votes for their top three favorite ideas. The top eight ideas then advance and students choose which team they want to be on, resulting in teams of four to five members.
From the beginning, Landon assembled a strong team of people passionate about his idea. Connie Shen, Julie Kirsch, Liam Cleary, and Ryan Venturi had the enthusiasm and dedication that was essential to the creation of Oomf. One unique thing about NVC is its “free agency week,” which allows students to change teams if things aren’t working out or if they are drawn to a different idea. Landon’s team didn’t have to take advantage of this, but he appreciated the flexibility it gave him.
Throughout the semester, Landon’s team worked harmoniously and excelled. He credits Brad, the course instructor, for providing guidance and support.
We give students the freedom to make their own decisions. This approach not only enhances learning but also fosters a collaborative and supportive environment.
The NVC class was also an important networking opportunity for Landon. He met several people who would become key collaborators in his current business. Two of his classmates, Rhiannon Martin and Evan Branfin, now work with Landon at PricingService.Ai. Additionally, Dean Brad Warner’s willingness to help Landon when he needed a product designer was invaluable. Brad’s quick action resulted in multiple responses, one of which, Ryan Venturi, became a collaborator, friend, and co-founder of Oomf and Pleiades.
The new business creation class also included an in-depth customer discovery phase. Throughout the course, Landon and his team conducted extensive research, including approximately 150 customer interviews and over 100 expert interviews.
Customer interviews allowed them to interact with potential customers at stores such as Trader Joe’s and Whole Foods, connecting with health-conscious individuals. These interactions allowed Landon’s team to refine the product’s taste and gather constructive feedback on pricing and marketing strategies. Initially, they considered developing a coffee shot, but feedback showed that tea shots were preferred, leading to a major shift in product development.
The expert interviews included conversations with industry professionals including mentors, advisors, founders of other consumer packaged goods (CPGs), company owners, manufacturers, co-manufacturers, food laboratories, etc. These discussions provided valuable insights into the energy shot and energy drink market, as well as the overall product development process.
Armed with this new knowledge, Landon and his team felt more confident in their direction. They used their insights to begin creating product samples to ensure their concept was well-aligned with market needs and preferences. This thorough and adaptive approach demonstrated their commitment to creating a product that not only met consumer demand, but also stood out in a competitive marketplace.
Pioneering Youth Success
At just 20 years old, Landon Nattrass has already made a name for himself in the entrepreneurial world. From a basketball scholarship to Eastern Wyoming University to founding multiple startups, his journey has been driven by talent and passion.
For Landon, age was both an advantage and a challenge: As a student, he used his status to gain valuable insight and advice from family offices and venture funds, opening doors that might have otherwise been closed to him. But securing significant investment capital proved difficult, as many potential investors were hesitant to commit significant amounts of money to young entrepreneurs.
Undaunted, Landon spoke with about 50 investors, including angel investors, investment firms, and family offices. Many were interested, but were cautious and wanted specific milestones met before committing money. This common hurdle of securing that first check is one that many entrepreneurs face, regardless of age.
Landon has demonstrated a true entrepreneurial spirit, tenacity and resourcefulness. His ability to adapt, learn and seize opportunities has provided a strong foundation for his businesses. From creating healthy energy shots inspired by his and his mother’s busy schedules to navigating the complex world of investing, Landon’s story is one of youthful ingenuity and unwavering determination.
Oomf Nourishing Energy is raising $50,000 in pre-seed funding. If you are interested in this venture and would like to participate or view investor information, please contact Landon at LandonBNattrass@gmail.com.
