Munich Startup: What does Straightlabs do?
Peter Niermann, founder and CEO of Straightlabs: We specialize in digital Learning apps and develop 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 the learning culture
Munich Startup: What problem are you solving?
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 environments to enable learners to apply their knowledge in realistic situations and acquire practical skills. Our focus is on transforming the learning culture and providing innovative opportunities for lifelong learning. By leveraging digital and immersive technologies, we create learning environments that are fun and enable sustainable learning success. Our work has already been recognized with awards such as the eLearning Award and the Red Dot Award, as well as the Bavarian Digital Prize from the Bavarian Ministry of Digital. This motivates us to continue developing innovative solutions and advancing the digital learning sector.
From a research project on the way to market leadership
Munich Startup: What is your founding story?
Peter Niermann: Our founding story is closely linked to a research project with a leading automobile manufacturer. The manufacturer was looking for a gamified and virtual training environment to impart knowledge efficiently and motivatingly. Our vision was to create an interactive, virtual learning and experience environment in which artificial characters simulate real customer encounters in the 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 its founding?
Peter Niermann: Since our founding at Straightlabs, we have maintained a strong focus on innovation and progress. We have evolved from a research project to a leading provider of immersive and gamified learning solutions powered by the latest technologies such as cloud and spatial computing, VR/AR, and artificial intelligence. Our solutions, including our digital learning and training app and XR Trainer, enable learners to simulate realistic situations in a virtual environment and immerse themselves in interactive, three-dimensional training worlds. We pride ourselves on our continuous development and on revolutionizing learning and training in companies. With passion and determination, we are constantly pushing the boundaries of learning and developing innovative solutions to meet the changing demands of the digital workplace.
With a pivot to the current business model
Munich Startup: How often was there a pivot?
Peter Niermann: Since founding Straightlabs, we have undergone a key strategic shift. Initially, we focused on individual projects, developing customized virtual learning environments and gamified learning games. However, we then realized that a Software-as-a-Service (SaaS) model allows us to work more efficiently and deliver our solutions faster and more cost-effectively, while ensuring a highly interactive and realistic learning experience. This transition to SaaS has enabled us to better meet our customers' needs. It allows us to leverage cloud-based pricing, eliminating investments in software development as well as update and maintenance costs for our customers. Our solutions remain state-of-the-art. And they always meet the latest security requirements, regardless of whether they are accessed via a VR headset, a PC, or a smartphone.
Munich Startup: How are things going now?
Peter Niermann: Business at Straightlabs is very successful. Over the past few years, we have established ourselves as one of the leading companies in the field of virtual training, thanks to our scientific expertise, entrepreneurial acumen, and our courage to invest in innovative technologies. Our solutions are used by a wide range of customers, from global corporations to educational institutions. One of our greatest successes is the recent partnership with Meta, the first German partnership in a long-term European research program exploring 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've faced at Straightlabs include rapidly adapting to new and constantly evolving technologies, ensuring our clients' privacy and security in an increasingly digitalized world, and promoting the adoption of new digital and virtual learning methods over traditional educational approaches. Despite these challenges, we've proven through continuous learning, strict safety protocols, and ongoing advocacy that digital learning is the future. Thanks to our team's dedication and our belief in the importance of digital learning, we're confident we can continue to overcome future challenges.
Munich Startup: How is Straightlabs financed?
Peter Niermann: Straightlabs is proud to have been self-funded, starting with our founder's personal funds and developing a virtual learning platform. Over time, we have been able to finance our growth primarily through our own resources, supported by public grants 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 financial stability and our confidence in the quality of our products.
“Close cooperation with customers is crucial”
Munich Startup: What learnings have you as a founding team learned so far?
Peter Niermann: The learnings we have gained as the Straightlabs founding team are diverse and valuable. First, crises such as the pandemic and the shortage of skilled workers have underscored the importance of digital and virtual learning formats. This has shown us that practice-oriented learning transfer and skills acquisition through innovative technologies offer significant added value. Second, we have recognized 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 continuously adapting and developing our learning formats, as well as working closely with our customers, are crucial to addressing their specific needs and building long-term relationships. We are proud to be able to 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 towards 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 this fall. This milestone offers us the opportunity to set new trends 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 offer our customers even more effective and personalized learning experiences.
