Munich Startup: What does Straightlabs do?
Peter Niermann, founder and CEO of Straightlabs: We specialize in developing digital learning apps and virtual 3D training worlds. Our goal is to make learning an exciting and entertaining experience. We use the latest research findings and combine them with cloud technologies for digital applications and immersive technologies such as Virtual Reality (VR). In this way, we create realistic learning environments in which learners can immerse themselves in interactive and dynamic scenarios.
Straightlabs wants to change learning culture
Munich Startup: What problem do you solve?
Peter Niermann: Straightlabs solves the problem of providing learners with a unique and effective learning experience. We use modern technologies such as digital learning apps and virtual 3D training worlds to enable learners to apply their knowledge in realistic situations and acquire practical skills. Our focus is on transforming learning culture and providing innovative opportunities for lifelong learning. By using digital and immersive technologies, we create learning environments that are fun and enable sustainable learning success. Our work has already been recognized through awards such as the eLearning Award and the ‘Red Dot Award’ or the Bavarian Digital Prize from the Bavarian Ministry for Digitalization. This motivates us to continue developing innovative solutions and advance the digital learning sector.
From a research project on the path toward market leadership
Munich Startup: What is your founding story?
Peter Niermann: Our founding story is closely connected to a research project in collaboration with a leading automotive manufacturer. The automaker was looking for a gamified and virtual training world to efficiently and motivatingly convey knowledge. Our vision was to create an interactive, virtual learning and experience world in which artificial characters simulate real customer interactions in a car dealership. Based on research findings, prototype evaluation, and the demand for innovative digital training models, we founded Straightlabs in 2015.
Munich Startup: How has your solution evolved since the founding?
Peter Niermann: Since founding Straightlabs, we have focused strongly on innovation and progress. We have evolved from a research project to a leading provider of immersive and gamified learning solutions based on the latest technologies such as cloud and spatial computing, VR/AR, and artificial intelligence. Our solutions, including our digital learning and training app and the XR-Trainer, enable learners to simulate realistic situations in a virtual environment and immerse themselves in interactive three-dimensional training worlds. We are proud of our continuous development and the fact that we are revolutionizing learning and training in companies. With passion and determination, we continually expand the boundaries of learning and develop innovative solutions to meet the changing demands of the digital working world.
With a pivot to our current business model
Munich Startup: How many pivots have there been?
Peter Niermann: Since founding Straightlabs, we have undertaken one central strategic change. Originally, we focused on individual projects and developed customized virtual learning worlds and gamified learning games. However, we then recognized that a Software-as-a-Service (SaaS) model allows us to work more efficiently and offer our solutions faster and more cost-effectively while simultaneously ensuring a highly interactive and realistic learning experience. This transition to SaaS has enabled us to better meet our customers’ requirements. Because we can adopt cloud-based pricing and thereby eliminate software development investments and update and maintenance costs for our customers. Our solutions remain at the cutting edge of technology. And they always comply with the latest security requirements, regardless of whether they are accessed via a VR headset, a PC, or a smartphone.
Munich Startup: How is business going now?
Peter Niermann: Business at Straightlabs is going very well. Over the past few years, we have established ourselves as one of the leading companies in the field of virtual training, which is based on our scientific expertise, our entrepreneurial acumen, and our courage to invest in innovative technologies. Our solutions are used by a wide variety of customers, from global corporations to educational institutions. One of our greatest successes is our recent partnership with Meta, the first German partnership in a long-term European research program that explores the potential of VR and immersive technologies for lifelong learning and education.
Niermann: “Digital learning is the future”
Munich Startup: What have been your three biggest challenges so far?
Peter Niermann: The three biggest challenges we have faced at Straightlabs include rapid adaptation to new and constantly evolving technologies, ensuring data protection and security for our customers in an increasingly digitalized world, and promoting acceptance of new digital and virtual learning methods compared to traditional educational approaches. Despite these challenges, through continuous learning, strict security protocols, and ongoing persuasion, we have proven that digital learning is the future. Thanks to our team’s commitment and our conviction of the importance of digital learning, we are confident that we will meet future challenges as well.
Munich Startup: How is Straightlabs financed?
Peter Niermann: Straightlabs is proud to have self-financed itself, starting with our founder’s personal funds and the development of a virtual learning platform. Over time, we have been able to finance our growth primarily from our own resources, supported by public funding and research projects. Our independence from venture capital investors allows us to consistently pursue our vision and values and focus on creating high-quality learning solutions. Our successful self-financing reflects our economic stability and confidence in the quality of our products.
“Close collaboration with customers is key”
Munich Startup: What learnings have you taken from your founding team overall so far?
Peter Niermann: The learnings from our founding team at Straightlabs are diverse and valuable. First, crises such as the pandemic and the shortage of skilled workers have highlighted the importance of digital and virtual learning formats. This showed us that practice-oriented learning transfer and skill development through innovative technologies offer significant added value. Second, we have learned that early recognition of the potential of virtual learning spaces and their careful design are crucial to gaining the interest of all stakeholders. Third, we have learned that the continuous adaptation and development of our learning formats and close collaboration with our customers are key to meeting their specific needs and building long-term relationships. We are proud that we can use these learnings to actively shape the future of learning and make the benefits of these innovative technologies accessible to our customers.
Munich Startup: What milestones are you working toward next?
Peter Niermann: At Straightlabs, we are working toward two important milestones. The first is the publication of the results of our groundbreaking research study in collaboration with Meta at a planned conference in autumn. This milestone gives us the opportunity to set new impulses and strengthen our position as an innovation leader. The second milestone is the further integration of artificial intelligence into our product portfolio to make our training formats even more intelligent and personalized. Both milestones will make a significant contribution to the advancement of digital learning and enable us to provide our customers with even more effective and personalized learning experiences.
