ASimil8 to cash in on lucrative Chinese market

30 November 2008  By Caroline Allen

The co-founder of an innovative new e-learning company has his sights set on far-flung markets, following his success as winner of this year’s Nova UCD Campus Company Development Programme.

Paul Groarke, established interactive e-learning company Asimil8 with co-founder Garrett Hussey in early 2007. The company has developed a next-generation learning platform to provide immersive education for languages and other subjects, using virtual world and gaming technologies.

‘‘Initially our focus is on Britain and Ireland. However, within two years we will be focusing on the Far East, particularly China and Japan," said Groarke.

‘‘China is the biggest market for English language teaching in the world. Currently 200 million Chinese are studying English. There aren’t enough English tutors in the world to cater for them, so the solution has to be automated."

The language-learning software market is estimated to be worth €8 billion - and growing at 25 per cent per annum, said Groarke. He expects ASimil8 to generate revenues of €126,000 in its first year of operation, rising to €2.2 million by year four.

‘‘We expect to employ at least 11 within four years and will provide indirect employment to a number of third-party consultants also, " Groarke said. ASimil8 was declared overall winner of the 13th Nova UCD Campus Company Development Programme earlier this month.

Groarke, ex -vice president of engineering with Baltimore Technologies, hit upon the idea for ASimil8 while brushing up on his own Irish language skills to help with his daughter’s schoolwork.

‘‘If you can immerse yourself completely in an environment where all business around you is conducted through Irish, you will pick up the language much quicker. It is nothing new.

‘‘Educators have known for many years that ‘immersion’ is a very effective way to learn languages. Irish speakers call it ‘tum-oideachas’ or immersion education."

ASimil8 provides interactive learning in real-life settings. This allows students get a deeper and more dynamic understanding of subjects, such as languages, by allowing them to use them in context. The company plans to sell through its website, www.asimil8. com, and directly to students and schools.

‘‘There are relatively few competitors, because existing software does not allow live practice, and human tutors are too expensive and do not scale," Groarke said. His advice to other entrepreneurs who are contemplating setting up in business is to get in touch with Enterprise Ireland.

‘‘Everywhere there is talk of doom and gloom, but there has never been a better time to start a business. In two years’ time it will be too late with the market up-swing. Now is the time to develop your product and route to market."