Our Mission

Operational excellence starts with frontline teams. We make training part of daily work, building capability and performance.

Large group of people posing on stairs outside a building with ivy-covered walls.
01

The world’s most
important industries are only as strong their frontline

The majority of the world’s workforce doesn’t work at a desk. They’re on sites, operating machines, working production. They keep our world turning. Yet frontline teams are some of the most under-served when it comes to training.

Two food factory workers in white coats and hairnets inspecting product in a metal container.
02

Operational excellence comes from teams who know how to execute

We saw it again, and again. Companies struggling with in-person and outdated training methods, or trying to make a standard LMS fit the needs of busy operators. The result was always ineffective, costing time and money.

Worker wearing protective gear grinding metal clamped in a vise in an industrial workshop.
03

The most effective way to build frontline capability is
to embed training into daily operations

Operational excellence requires training that is a part of daily work. It must be accessible, understood, and applicable to the employee's context. And managers need oversight, actionable reports, and a faster way to create and distribute new skills and knowledge.

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OUR STORY

Our journey so far

2021
Founded in Osnabrück, Germany
2021
MVP released & first customer signs
2023
Manager dashboard launches
2023
€7.6 million seed round
2024
€1 million ARR
2024
New office in Berlin
2025
€16.5 million Series A
2025
AI-powered Genius, launches
Today
doinstruct helps 400+ customers improve safety, quality, and efficiency. 
founders

Meet our passionate founders

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Charlotte Rothert

Co-Founder & CEO

Young woman with long hair wearing a black jacket standing with arms crossed in an industrial setting.

Charlotte Rothert

Co-Founder & CEO

Charlotte’s experience in restructuring large, complex operations showed her early on how challenging it is for organizations to train frontline workers, especially in highly-regulated environments with language barriers and hazardous conditions. With doinstruct, she closes this gap, leading the company’s expansion into new industries and markets whilst staying close to our customers and their operations.

Portrait of a confident woman with long blonde hair wearing a black jacket with crossed arms.

Mona Feder

Co-founder & CEO, US

Portrait of a confident woman with long blonde hair wearing a black jacket with crossed arms.

Mona Feder

Co-founder & CEO, US

Growing up in a family of craftsmen, in a manufacturing town, Mona spent summers on the shop floors of pipe, seal, and automotive producers - learning firsthand how the right processes shape outcomes, and how much operational excellence can transform an organization's performance. Now leading the U.S. expansion, she brings deep expertise in digitalization and product innovation to a mission she believes in personally.

CAREERS

Sound like somewhere you’d like to work?

Learn more about the doinstruct team, how we work, and our latest job listings.

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Partner with us

We work with a range of partners, from leading subject matter experts and accreditors to technology partners.

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