Salsa Candela Dance Academy Website

Salsa Candela is a well-established dance academy in Mexico City with over 12 years of experience teaching salsa and bachata across 5 branch locations. Despite their success, they still needed to automate their operations and back-office processes to scale effectively and keep improving their customer experience.

This web application is part of a larger ongoing project that has transformed their operations from phone-based manual registration to a 24/7 automated system with comprehensive analytics, flexible payment options, a mobile application and a WhatsApp bot.

If you want to explore the live website, visit www.salsa-candela.com.

Project Overview

This project created a web application for a multi-location dance academy, facilitating discovery and enrollment.

Project Scope

• 5 Branch Locations: Xola, Valle, Clavería, Coapa, and Satélite across Mexico City metro area
• Multiple Course Types: Salsa, Bachata, Body Movement and Private Classes
• Automated Registration: 24/7 online enrollment with payment processing integration
• Event Management: Monthly dance party system with ticket sales
• Analytics Platform: 18+ tracked events across 8 categories for business intelligence
• Payment Integration: Several payment methods including CoDi, credit cards, transfers, and cash

Business Impact

• 24/7 Availability: From 9am-9pm phone hours to always-on registration system
• Time Savings: Estimated 40 hours/week in administrative work
• Payment Flexibility: Several payment methods vs. cash-only
• Data Intelligence: From zero analytics to 18+ custom tracked events
• Market Position: Professional digital presence competing with larger franchises

The Business Challenge

Despite many years of success, Salsa Candela faced several critical challenges that were limiting their growth potential:

1. Manual Registration Bottleneck

Every new student required a 10-15 minute WhatsApp chat during business hours. This created bottlenecks during peak enrollment periods and manual registration checks from the administrative staff at the dance academy.

2. Lack of Integrated Payment Options

Cash-only, bank transfer, and PayPal payments originally allowed for limited accessibility. Managers would have to process payments manually on course start, creating delays and friction, as well as making it hard to track revenue.

3. Zero Business Intelligence

With no data tracking, business decisions were based on intuition rather than insights. Questions like "Which location attracts the most interest?" or "Do students prefer individual or couple pricing?" couldn't be answered.

The Solution

The solution was a custom-built website, with automated registration, comprehensive analytics, and flexible payment options.

Strategic Approach

Rather than using a website builder, I built a custom Node.js/Express application specifically designed around the academy's business model:

• Configuration-Driven: Non-technical staff can update course dates, pricing, and party events by editing simple config files
• Analytics-First: Every user interaction tracked to provide actionable business intelligence
• Payment-Flexible: Several payment methods including CoDi (Mexico's commission free digital payment system)
• Mobile-Optimized: Custom responsive design for Mexico's mobile-first market
• Location-Unified: Single website serving all 5 branches with location-specific flows

Why Custom Development?

While platforms like WordPress or Wix seem easier, a custom solution provided:

• Lower Costs: $10-20/month hosting vs. $100-200 for Wix / WordPress with plugins
• Better Performance: Fast load times critical for mobile users on 3G/4G networks
• Full Control: Exact features needed, nothing more
• Scalability: Can evolve with business needs without platform limitations
• Security: No vulnerable plugins, bloated frameworks or vendor lock-in

Key Features

The website includes several features designed to increase enrollment, reduce admin overhead, and provide business insights.

Class Registration

The website offers two ways to find classes:

• By location: Browse salsa-candela.com/sucursales to see what each branch offers and find the closest one
• By dance style: Visit salsa-candela.com/salsa or salsa-candela.com/bachata to compare class times across all 5 locations

Once students find a class that fits their schedule, they can enroll instantly with the subscribe button.

Business Value:

• Maximizes Enrollment: Students see all options at once, increasing likelihood they find a convenient schedule
• Balances Capacity: Analytics reveal which locations are underutilized, informing marketing decisions
• Reduces Barriers: Students pick what works for them and register instantly without back-and-forth

How It Works:

1. Student visits Salsa or Bachata class page
2. Views schedule table showing all locations with mid-week and weekend options
3. Clicks "Inscribirme" (Register) for their chosen location
4. Redirects to secure payment system with location pre-selected location
5. Student receives instant confirmation and receipt

Pricing Strategy:

• Salsa: 1,300 MXN individual / 2,000 MXN couple
• Bachata: 1,000 MXN individual / 1,500 MXN couple
• Private Classes: Tiered packages (1 class: 600 MXN, 5 classes: 2,500 MXN, 10 classes: 4,000 MXN)

Technical Innovation:

Course start dates are calculated dynamically. The system automatically shows "Next course starts Saturday, [date]" without manual updates, keeping the website evergreen.

Dance Party Events

Events that serve triple purpose: additional revenue streams, student retention, and acquisition for new students.

Business Value:

• Revenue Stream: 100-150 MXN per ticket creates consistent attendance revenue
• Student Retention: Monthly events let students practice what they learnt in their courses
• Lead Generation: Public attendees become potential students
• Community Building: Regular events create social bonds that reduce turnover

Event Details:

• Schedule: Free salsa class at 8:30 PM, party 9:00 PM - 3:00 AM
• Music: Salsa, Timba, Bachata
• Pricing: Presale (100 MXN) vs. door (150 MXN)—promotes advance online purchase
• Flexible Venues: Rotates between locations

Configuration-Driven Updates:

Party details are managed through a single config file. Changing the venue, date, pricing, or promotional images takes 2 minutes—no code changes required.

Payment Methods

Multiple payment options remove financial barriers and accommodate all customer preferences, from tech-savvy youth to traditional cash users.

Available Methods:

• CoDi: Mexico's instant commission free bank transfer system
• Credit/Debit Cards: Stripe integration via admin system
• Bank Transfers: Traditional option
• OXXO/7-ELEVEN Cards: Popular convenience store option in Mexico
• Cash: In-person at branch locations

Business Value:

• Maximizes Conversion: No one turned away due to payment limitations
• Market Positioning: Modern payment options attract younger demographics
• Data Insights: Track which payment methods are most popular to inform future strategy

CoDi Promotion Strategy:

A dedicated /guia-codi page educates first-time users about Mexico's instant digital payment system. This guide reduces payment abandonment and positions the academy as tech-forward while appealing to customers who prefer instant bank transfers over credit cards. It also offers the business a commission-free payment option, improving margins.

Business Intelligence

18+ tracked events across 8 categories provide actionable insights that enable business decision-making with a data-driven strategy.

Tracked Events Include:

• Purchase Intent: Salsa individual/couple, Bachata individual/couple, Private class tiers, Party tickets
• Payment Method: CoDi vs. Credit Card selection with referral code tracking
• Branch Registration: 5 location-specific events reveal which branches get most interest
• Map Interactions: Track location research behavior
• Contact Methods: WhatsApp, Email, Facebook, Instagram engagement

Business Questions Answered:

• "Which location should I focus marketing spend on?" → Branch registration click data
• "Do students prefer individual or couple pricing?" → Purchase intent tracking
• "Is CoDi promotion working?" → Payment method selection data
• "Which referral codes drive most party tickets?" → Referral code tracking

Analytics Documentation:

A documentation file explains what each event tracks, how to access Google Analytics, and how to interpret data for business decisions. This enables non-technical business owners to access insights without hiring consultants.

Design & User Experience

The design was made to be mobile first, visually engaging, and optimize the user journey from landing to registration."

Mobile-First Experience

Over 70% of traffic in Mexico is mobile. The website features custom responsive design optimized for phone screens:

• Hamburger Navigation: Smooth slide-in menu optimized for touch
• Responsive Tables: Desktop tables reorganize for vertical scrolling on mobile
• Touch-Optimized Buttons: Minimum 44x44px targets
• Click-to-Call: Phone number in footer
• WhatsApp Integration: Direct messaging from mobile

User Journey Optimization

First-Time Visitor Path:

1. Hero Video: Immediately communicates value
2. Value Proposition: "Learn to dance in 5 weeks!"
3. Class Cards: Visual navigation to Salsa, Bachata, or Private classes
4. Schedule Tables: See all 5 locations at once
5. Clear Pricing: Transparent costs reduce purchase anxiety
6. FAQ Section: 75+ Q&A pairs address objections
7. Easy Registration: One-click to payment system

Technology Approach

The technology stack was chosen for simplicity, performance, and long-term maintainability.

Technology Stack

• Backend: Node.js + Express.js
• Frontend: Vanilla JavaScript
• Templating: EJS for server-side rendering (SEO-friendly, fast)
• Analytics: Google Analytics 4 + TikTok Pixel
• Payment: Stripe (via admin system) + CoDi (via CoDi API)
• Hosting: Minimal dependencies = $20/month hosting

Why These Choices?

1. Cost-Effective

• Only 4 runtime dependencies (express, ejs, dotenv, body-parser)
• No expensive database licenses or cloud services
• Can run on affordable shared hosting

2. Fast Performance

• Server-side rendering = instant page loads
• No client-side framework overhead
• Optimized for Mexico's mobile networks

3. Easy Maintenance

• Configuration-driven content (courseData.js, partyConfig.js)
• Non-technical staff can update dates and pricing
• Clear separation: views, routes, controllers

4. No Database = Simplicity

Course schedules and party details are stored in JavaScript configuration files instead of a database. This provides:

• Zero database costs
• Faster page loads: No database queries
• Simpler backups: Everything in Git version control
• Easier updates: Edit config file, redeploy
• No downtime: No database migrations

Challenges & Solutions

Every project faces obstacles. Here's how we solved the major challenges for Salsa Candela.

Challenge 1: Content Updates Without Developers

Problem: Dance academy staff are experts in teaching salsa, not coding. They need to update course dates and party details monthly without developer intervention.

Solution: Configuration-driven content management

• All dates, prices, locations in simple JavaScript config files
• courseData.js: Course schedules through November 2026
• partyConfig.js: Party title, date, location, images, pricing
• classSchedules.js: Class times by location

Why This Works: Non-technical staff edit: date: "2025-12-12", redeploy, done. No database migrations, no admin panel complexity.

Challenge 2: Payment Processing

Problem: Accepting cash payments only provides no traceability or accountability.

Solution: Enable payment systems (stripe, CoDi)

• Public website handles browsing and selection
• Registration redirects to secure admin.salsa-candela.com
• Admin system handles all payment data and processing
• User returns after confirmation

Business Benefit: Payment data never touches public website. Security, compliance, and traceability managed by dedicated admin system.

Challenge 3: 5 Locations, One Website

Problem: Each branch has different schedules and capacity. How to present all options without overwhelming users?

Solution: Registration flows by dance type and by location

• Salsa: All salsa clases in all locations
• Bachata: All bachata clases in all locations
• Sucursales: Find salsa & bachata classes by specific branch

In sucursales, we implemented a location finder, which helps users find their preferred branch by distance.

Lesson Learned: Showing everything builds trust. Hiding details to "simplify" would have reduced transparency and confused users.

Results & Impact

The website transformed Salsa Candela from a traditional service business to a digitally-enabled, data-driven operation.

Before vs. After Comparison

Operational Efficiency Gains

• Registration Time: Eliminated 20 min waiting lines to a 2 minute online form
• Administrative Hours Saved: Estimated 40 hours/week in manual processing
• After-Hours Availability: 24/7 registration vs. 9am-6pm phone hours
• Payment Processing: Automated confirmation vs. manual verification

Business Intelligence Transformation

From Zero Data to Tracked Events:

• What are customers looking to find
• What is the conversion rate at each stage
• Who makes purchases by location and dance style
• Online vs cash adoption rates
• Marketing channel effectiveness (social, direct, search)

Customer Experience Improvements

Convenience:

• Research classes during lunch break instead of calling
• Register at midnight if that's when you decide
• Compare all 5 locations without making 5 phone calls

Transparency:

• See exactly what you're paying for (5 weeks, 10 classes, schedule options)
• Clear pricing—no "call for pricing" friction
• Refund and privacy policies accessible upfront

Confidence:

• 75+ FAQ answers reduce purchase anxiety
• See 12+ years of experience and established locations
• Read policies before committing

Future Enhancements

The architecture was designed for evolution. Here are potential future features that could be added as the business grows:

Student Portal

Allow students to log in and view their enrolled courses, track attendance, see progress through curriculum levels, and receive party event reminders.

Online Class Booking Calendar

Enable private class students to book specific time slots with instructor availability displayed in real-time.

Referral Program Dashboard

Incentivize existing students to bring friends with unique referral codes, tracking, and rewards (discounts or free party tickets).

Video Class Previews

Embed YouTube videos showing sample classes, instructor introductions, and student testimonials to help visual learners assess teaching style before committing.

Instructor Profiles

Showcase instructor bios, photos, teaching specialties (Cuban salsa vs. LA style), and personal dance journey stories to build trust and connection.

Multi-Language Support

Add English version of all pages to appeal to Mexico City's expat communities and tourists, with language toggle in header.

Enhancement Strategy: Each phase builds on the last without requiring rewrites and can be implemented in stages.