PLANTING

ROOTS
FOR THE FUTURE
An Initiative of Tesla Motor Company with Collaboration from Proterra

Assisting Dallas s transition to sustainable energy

TABLE OF CONTENTS
MEET OUR TEAM
INTRODUCTION
WHO WE ARE

2
4
7

PLAN

10
13

BUDGET

19

STAFFING

22

PROPOSAL

WE NEED YOU
REFERENCES
APPENDIX

26
28
31

2. Team Members
4. Introduction
7. Background
8. Company Background
8. Partner Background
9. Cause
10. Proposal
13. The Plan
14. Timeline
16. Future Goals
16. Event
18. Event Agenda
19. Budget
20. Total Costs
20. Donations
21. Production Costs
21. Event Costs
22. Staffing
23. Project Staffing - Costs
23. Project Staffing - Timeline
24. Event Staffing & Costs
26. Authorization Request
28. References
31. Appendix

MEET OUR TEAM

THE

SOCIAL ENTERPRISE
SPECIALIST TEAM
Emily Swofford
Head of Administrative Services

Isaac Gan
Director of Public Relations

Jason Albritton
Director of Research and
Development

Kelly Wong
Director of Human Resources

Mojo Shalabi
Chief Officer of Operations

INTRODUCTION

exas has become the central hub

of American business. The benefits that

Texas can offer, from tax incentives to
location, could save companies billions of
dollars. The problem with this added influx
of jobs and opportunity is the additional
strain on an already crumbling
transportation infrastructure. With annual
totals of 220 million miles traveled and
15,641 miles per vehicle, Texas roads are
taking a beating (Office of Highway Policy
Information, 2015). The City of Dallas alone
currently needs over $4.4B in street repairs.
This amount does not include the millions
that are spent every year statewide just to
prevent roads from further deterioration

(American Council of Engineering

Companies, 2014). Road maintenance and
repair means more construction, which
adds more traffic to an already busy
highway system. The problems that arise
due to traffic congestion affect more than
the daily commuters travel to and from
work. Traffic congestion is a problem that
already plagues North Texas, but the
additional pressure it can place on our
atmosphere can be deadly. Emissions

Figure 1

from the thousands of vehicles on DFW highways are enough of a problem; but slower
moving traffic requires constant braking and accelerating, emitting more harmful
emissions and pollutants into the air (Sanders, 2012). That slow traffic,
commonplace on highways throughout DFW, intensifies the citys ozone
problem. The Earths atmosphere keeps harmful chemicals from causing
health concerns from radiation (Allen, 2001). When pollutants and

degrade it, there is no opportunity for repair. In 2015,

the American Lung Association ranked Dallas-Fort Worth as the 7th worst city for ozone
pollution in the United States. And with transportation being the largest single source of air
pollution in the US, DFW faces a concern that only has one solution: reduction in vehicle
emissions (Cars, Trucks, and Air Pollution, 2014).
The emissions from the thousands of vehicles is a problem Texas officials have
recognized. The state has strict smog test requirements for vehicles, which are effective to
some degree. But the number of miles that Texans are driving, from rural areas to the
congested metropolitan centers, overwhelms even the best attempts to control emissions.

California, for example, has the strictest smog requirements in the U.S. and yet still faces
serious consequences from pollution (Sapienza, 2015). Texas population is continuing to
grow, so the traffic problem wont go away without intervention. But with 75 percent of
Texas budget going towards health and education, there is not much left to address
other concerns. The 8 percent of state spending that goes towards transportation cannot
even handle the daily demands of todays population, much less a population that is
multiplying (Saving, 2014). A common, albeit futile, solution is to increase the number of
lanes on highways to handle the additional traffic load. Houston tried this approach when
they became home to the Katy Freeway, the widest freeway in the world. But only 7
years after the reconstruction, this same section of interstate is now the 8th most congested
roadway in the state (Schutze, 2016). The problems associated to transportation in Texas
are going to continue to accumulate unless solutions, besides highway expansion, are
proposed.

WHO WE ARE

COMPANY BACKGROUND

esla Motors was founded in 2003 by a group of

engineers in Silicon Valley who wanted to prove that

electric cars could be better than gasoline-powered
cars. Tesla has a continuous affordability mindset to

make their product more and more affordable. With this mind set, they continually prove

their mission statement, to accelerate the worlds transition to sustainable

transportation (Tesla Motors, n.d.). Now, thirteen years later, Tesla is known for designing,
manufacturing and selling electric cars, electric vehicle powertrain components, and
battery products. Teslas Chairman, Elon Musk, has stated, Our long term plan is to build a
wide range of models this is because the overarching purpose of Tesla Motors is to help
expedite the move from a mine-and-burn hydrocarbon economy towards a solar electric
economy (Musk, The Secret of Tesla Motors Master Plan (just between you and me), 2006).
In order to get to that end goal, big leaps in technology are required (Musk, The Mission
of Tesla, 2013). So far, Tesla Motors has been able to make some impressive leaps resulting
in astounding accomplishments. The Union of Concerned Scientists has conducted a
rigorous assessment of the amount of CO2 the Tesla Model S emitted, compared to an
internal combustion vehicle, including hybrids. The assessment concluded that Teslas
electric vehicle had a 53 percent overall reduction (Nealer, Reichmuth, & Anair, 2015) in
emissions! Teslas presence in DFW is growing. Texas has over 14 percent of the registered
Tesla Model S vehicles, with 8.3 percent being new and 5.8 percent being used. DallasFort Worth residents represent almost 50 percent of the used Teslas on the Texas roadways
(Tesla Expands Customer Base, 2015).

PARTNER BACKGROUND
Proterra was founded by Dale Hill in 2004 with a desire to design and
manufacture heavy-duty vehicles powered solely by clean alternative fueling
options. Proterra has since become the leading manufacturer of zeroemission commercial vehicles (About Proterra, n.d.). With Ebus Inc.

being the only major competitor for United States

electric bus manufacturing, Proterra has an open opportunity to establish their business.
And with headquarters in California and manufacturing facilities in South Carolina,
Proterra has the ability to serve the entire region from Texas to California.

THE CAUSE
While Tesla has made great strides in reducing negative economic and

environmental effects, metropolitan areas, like Dallas-Fort Worth, are especially vulnerable
to negative effects of vehicle miles traveled on roadways. The primary reason is
dependence on personal automobiles. DFW residents spend an average of $10,669.74
per person buying and/or maintaining a personal vehicle every year (Southwest
Information Office, 2015). One reason people devote nearly 20 percent of their income
on transportation is the lack of a fully efficient public transit system. Residents of Arlington,
and certain inner cities in Dallas for example, are still waiting for DART (Dallas Area Rapid
Transit) to extend service to their neighborhoods. If you want to attend a game in
Arlington, at Globe Life Park or AT&T Stadium, you cannot get there without a personal
vehicle or transportation service. DFW is spread across an incredible area, and progress
on the light-rail system has been critical to supplying public transit to people. DART is
Americas longest light-rail system, encompassing 90 miles of track (DART, n.d.). DART rail
services, where available, have done a great job of providing public transit. However, for
it to be fully effective, it must have supplemental input from the bus system. Successful
cities rely on public transportation. Our team believes that the ease of access,
affordability, and environmental benefits, make public transportation a no brainer. Even
though images of buses and trains may never be as sexy as your high fashion sports cars

or luxury vehicles, they are just as important to the future of sustainable, shareable, livable
cities. More than 4 percent of the population nationwide takes the bus every day
Worland, 2015). However, there are large areas of DFW that have no service, and
there are too few buses to address that shortfall.

OUR PROPOSAL

s representatives of the Social Enterprise Specialist Team, we would like to begin

an initiative of green public transportation. We are expanding at Tesla, and we have

been able to significantly reduce the cost of our product: Affordability is key in the
transition to sustainable energy (Tesla Motors, n.d.). Teslas network connections with
Proterras CEO, Ryan Popple, and our mission to deliver sustainable energy provide the
perfect opportunity to expand our business portfolio. Ryan Popple was a Tesla guru
before he shifted his focus from personal to public transportation. The transition from
personal vehicles to public transit will enable Tesla to have a substantial and affordable

effect on DFW residents. To accomplish these ends, Tesla proposes to build and
implement electric buses with Proterras assistance. This project will allow Tesla to
coordinate with Proterra and establish a corporate connection that spans from
California to Texas. But the benefits provided from the electric bus will impact more
than just Tesla and Proterra.
This state-of-the-art electric bus will revolutionize transportation in DFW. It will
increase the availability of transportation for individuals in all financial situations.
According to Proterra, DART could save an estimated $365,000 less in avoided fuel
costs and another $135,000 in avoided maintenance costs over the 12 year average
lifetime of a transit bus (Grady, 2015). Since it will have Wi-Fi, free charging stations,
and TV entertainment, the bus will attract Millennials and any person who is connected
to the digital world. In addition, the electric bus will help decrease pollution and
emission of harmful gases into the atmosphere. Since DFW is among Americas most
polluted cities, electric buses will drastically reduce ozone pollution (Worland, 2015).
Currently, the state of Delaware is reducing their hydrocarbon and carbon emissions by
(up to) 90 percent by using hybrid1 (State of Delaware, 2015) buses. Since Proterras bus

is 100 percent electric, we expect to see emissions from the bus reduced by greater
than 90 percent. Furthermore, by increasing the availability of public transportation, we
expect to see a decrease in the number of vehicles on the highways. Reducing the
amount of traffic minimizes the need for road reconstruction and repair. This allows
road funds to be spent in more innovative places. The beneficial results of this
initiative will affect the City of Dallas, DART, and the DFW environment.

1. The Hybrid vehicles being used in Delaware, consists of a highly efficient diesel engine, running on super
low-Sulphur fuel, in combination with an Allison electric drive transmission system. (State of Delaware, 2015)

11

Not only does Tesla want to place an eco-friendly means of transportation into

the DFW area; we also want to educate the public on why this is important and how
they can get involved. We feel that Earth Day Texas is the ideal venue to accomplish
this mission. The North Texas Tesla Car Club has an annual showcase of the latest Tesla
vehicles every year at Earth Day Texas at Fair Park. We will host our event in the
adjacent booth to showcase
our one-of-a-kind bus along
with the Tesla vehicles already
on display. This will expose the
maximum number of guests to

all of the technologies that

Tesla provides to DFW
residents. During the event,
we will unveil and
demonstrate the bus
engineered and created by
Proterra and Tesla. At the
close of Earth Day on Sunday,
April 23, 2017, we will donate

the electric bus to DART.

A larger and more efficient
fleet of buses would allow
DART to provide service to the
DFW residents waiting for
DARTs expansion. Adding bus
routes will service these inner

Figure 2

areas more effectively than expanding the rail system. New technology can also
provide an added benefit to the DART buses. Former Tesla employees, now working for
Proterra, have pioneered an electric bus that travels 258 miles on a single charge. A
single electric charge that takes only 10 minutes for the bus to reach full capacity
(Richard, 2015). A fleet of DART electric buses would have all of the following benefits
shown in Figure 1. A multi-faceted solution that simultaneously solves a multitude of
social problems is exceedingly rare. A project that promotes a green initiative,
while also combatting other issues facing DFW, will result in a plethora of
beneficial consequences.
12

THE PLAN

he bus will be manufactured in Burlingame, California, at one of Proterras

manufacturing factories. Both the Tesla and Proterra engineers will collaborate in
California to craft the electric bus. We will not be remaking Proterras standard bus;
however, Tesla will use the standard model as a baseline and then we will upgrade its
software and hardware capabilities. Examples of that will be installing Teslas new
autopilot feature to the bus. This feature helps the bus driver if the bus is going long
distances. In addition, we are making the bus compatible with all of Teslas charging
stations that are already in place around the United States. This will save more money
in implementation, being that we will not have to customize a charging station. It will
also create an electric bus that is compatible with different power chargers, creating
greater flexibility and availability.
While the engineers are at work, Teslas public relations team will advertise our
involvement in an upcoming event at Earth Day Texas. Once the bus is complete, we
will drive the bus and send the workers needed to help set up and operate the Tesla
booth to Dallas. With the successful implementation of this bus, we will be able to
donate it directly to DART at the conclusion of the Earth Day Texas event. They will

need to supply the staff for driving the bus, and also provide the necessary daily repair
and maintenance. DART will be able to receive the monetary benefits from bus
advertisements2 .

TIMELINE
2016

BEGIN PLANNING BUS PRODUCTION

Proterra and Teslas engineers begin working on

the outline of the bus and upgrade designs.

21
JUL
26
SEPT

BEGIN MARKETING

Proterra and Teslas employees begin

spreading awareness and marketing for the
new Tesla-Proterra electric bus (i.e.
Facebook, Twitter, Instagram).

PROCUREMENT PROCESS BEGINS

Proterras project managers order raw materials

for the production of the electric bus.

16
OCT

2. So long as an 8 x 8 unimpeded space is reserved 4 above the drivers side rear bumper for the Tesla

logo.

14

7
NOV
BUS PRODUCTION

2017

Materials have arrived at the manufacturing plant.

Assembly workers begin production of the
electric bus. Tesla engineers install software and
hardware upgrades onto the standard model bus.

24
MAR
BUS SHIPMENT

The bus has been completed, and shipped out of

the Proterra manufacturing plant. It will then be
driven by a third party company to Dallas.

6
APR
SEND EVENT DOCUMENTATIONS
14
APR

EMPLOYEE TRANSPORT

Tesla and Proterras employees involved with

Teslas green initiative are flown to Dallas for the
Earth Day Texas Event.

Proterra sends commercial liability insurance to

Earth Day Texas administration, along with detailed
inventory list and employee roster.

18
APR
EVENT SET UP
19-20
APR

EARTH DAY TEXAS FESTIVAL

Unveiling and donating of the

new electric bus

Teslas bus will need to be prepared for public

viewing. Student volunteers will work to set up
booth.

21-23
APR
Figure 3

Being that the state-of-the-art bus is one of a kind and crafted specifically for
efficient and satisfactory public transportation, the price will be higher than a standard
diesel bus; however, we have accounted for this. Currently, we have obtained
donations from 16 businesses and non-profit organizations that have a local presence
to the DFW area. Our goal is not solely for individuals who currently have no means of
transportation to utilize our bus, but for the local community to have involvement and
feel the responsibility to contribute. By providing unlimited complimentary transit
passes for any donors employees and/or customers, we hope to encourage and
reward everyone that takes part in this transition.
The positive networking opportunities with the companies and visitors in
attendance at Earth Day Texas also allows for better rapport to
be created for future business. Tesla and Proterra receive
15

the benefits of positive public relations, local community involvement, and DFW market
expansion. Tesla also acquires the additional benefit of creating a versatile business
portfolio involving personal and public transportation. This is a much more effective
method of managing costs considering the $1.5 billion spent on the launch of the Model X sports utility vehicle (White & Lienert, 2015). DART gets the reduced costs of maintenance, additional revenues from advertising, and increased route availability. The City
of Dallas will have less repairs required for DFW roadways because of the reduced
amount of traffic and damage. The DFW environment/community gets better air quality,
sustainable transportation, and less traffic.

FUTURE GOALS
After unveiling the electric bus, we plan to achieve many future goals that we have
set for our green initiative proposal.

YEAR 5

Addition of 7 buses on the roads

DFWs carbon emissions reduced by 5%

(Katz, 2016)

Autopilot technology implemented in coach

buses

DFWs carbon emissions reduced by 10%

Half of the fuel burning buses replaced

DFWs carbon emissions reduced by 20%

Addition of 400+ electric buses on the road

DFWs carbon emissions reduced by 30%

2022

YEAR 10
2027

YEAR 15
2032

YEAR 20
2037

Figure 4

EVENT
Earth Day Texas is a non-profit organization that has established the worlds largest
annual exhibition that promotes environmental awareness. It is a three day, free
event where companies and organization can share discoveries, research, and
innovations that are changing the effect humans have on the environment
(Earth Day Texas, n.d.). This event is the ideal venue to introduce our bus.
Our goal is to inform as many demographic groups as possible,
which is why we decided to bring our product to Earth
16

Day Texas 2017. Earth Day Texas is the perfect host for the unveiling of the new electric
bus that DART will receive on behalf on Tesla and Proterra. All of the latest creations for
the green initiative nation wide are revealed at large public events, and this is the best
forum for the public to witness the involvement of Tesla and Proterra in the DFW
community.
The free admission into Earth Day will allow the greatest number of people to see
our sincere commitment to accelerate the worlds transition to sustainable
energy (Tesla Motors, n.d.). The event lasts for 8 hours each day, from 10 AM 6 PM, on
April 21-23, 2017. It takes place at Fair Park in Dallas, is directly accessible via the Green
Line of DART, and provides sustainable dining options from local Texas food producers. It
also provides an agenda that has different events taking place each day that will allow
our employees to establish stronger network connections within the DFW green
movement, and also provide the volunteers the opportunity for a fun day with free food
(Frequently Asked Questions, n.d.).
One of the presentations each day will consist of the CEO from Tesla and Proterra
delivering two separate presentations each. These presentations will include a
description of the bus, why it is important to switch to electric vehicles, and a general
overview of Dallas emissions and traffic problems. They will be accompanied by a
slideshow of bus images and a video of the manufacturing assembly line, and will
conclude by taking any questions from the audience. One of presentations each day
will be part of Earth Days Green Speaker Series, and the other will be delivered at our
Tesla booth. Having both a Tesla and Proterra representative speaking about our
project will ensure that the audience has a thorough and well-rounded understanding
of all aspects of our newly renovated bus.
Earth Day Texas has different events that will take place each day, and we will
have several other events at our Tesla booth throughout the three days. Every day we
will be welcoming anyone attending to come tour the bus. On Friday, April 21, there will
be a time slot reserved for an exclusive tour of the bus for the DISD students that will be
in attendance on a field trip. Our Employee Purpose Video will be playing on the
buss televisions during these tours. This video is a filmed compilation of testimonies from
Tesla and Proterra employees explaining why our mission to expedite Dallas transition to
green energy is important to them. This video will also be incorporated into the
advertisements that play on the buss televisions while transporting passengers.
Including all of these opinions will portray the dedication to our cause as well as
reinforce the idea that the companies are forming a community which is truly
committed to improving the Earth.

17

EVENT AGENDA
TIMES

ACTION ITEMS

FRIDAY (04/21/2017)
10:00-10:45 AM

Green Speaker Series Tesla Speaker Location: Esplanade

11:00-11:45 AM

Tesla and Proterra Speakers

12:00-1:00 PM

Open Public Bus Tour

1:30-2:00 PM

Lunch Location: Savor Dallas Sustainable Food Market

2:00 PM

Student Volunteer Shift Change

2:00-2:45 PM

DISD Kids Bus Tour

3:00-3:45 PM

Green Speaker Series Proterra Speaker Location: Esplanade

4:00-4:45 PM

Employee Purpose Video Viewing / Q&A / T-Shirt Handout

5:00-6:00 PM

Dinner Location: Savor Dallas Sustainable Food Market

SATURDAY (04/22/2017)
10:00-10:45 AM

Green Speaker Series Tesla Speaker Location: Esplanade

11:00-11:45 AM

Tesla and Proterra Speakers

12:00-12:45 PM

Attend Air Quality Monitoring Location: Tower Building

12:00-1:00 PM

Open Public Bus Tour

1:30-2:00 PM

Lunch Location: Savor Dallas Sustainable Food Market

2:00 PM

Student Volunteer Shift Change

2:00-2:45 PM

Attend Solar Car Challenge Location: Esplanade

3:00-3:45 PM

Green Speaker Series Proterra Speaker Location: Esplanade

4:00-4:45 PM

Employee Purpose Video Viewing / Q&A / T-Shirt Handout

5:00-6:00 PM

Dinner Location: Savor Dallas Sustainable Food Market

SUNDAY (04/23/2017)
10:00-10:45 AM

Green Speaker Series Tesla Speaker Location: Esplanade

11:00-11:45 AM

Tesla and Proterra Speakers

12:00-1:00 PM

Open Public Bus Tour

1:30-2:00 PM

Lunch Location: Savor Dallas Sustainable Food Market

2:00 PM

Student Volunteer Shift Change

2:00-2:45 PM

Attend Air Quality: Health and Hazards Location: Automobile Building1

3:00-3:45 PM

Green Speaker Series Proterra Speaker Location: Esplanade

4:00-4:45 PM
5:00-6:00 PM

Employee Purpose Video Viewing / Q&A / T-Shirt Handout

Dinner Location: Savor Dallas Sustainable Food Market
All Proterra speeches will be presented by CEO Ryan Popple
All Tesla speeches will be presented by CEO Elon Musk
See Event Map for location details

Figure 4

18

BUDGET

TOTAL COSTS

Line Item
Bus Production (See Project Acct)
Event Cost (See Event Budget)
Donations (See Donation Acct)
Tesla Fund (50%)

(Debit)/Credit
($652,220)
($73,407)
$150,000
$287,813.51

Total Due

($287,813.49)
Figure 6

The total cost of the project is $575,627

and Teslas portion of this cost is $287.813.50.
The Dallas Chamber of Commerce will supply
half of the money needed, Tesla will provide
the other half. Proterra is donating labor which
will serve as their contribution to the success of
the project. Proterra is also providing a 30
Figure 5

percent retail discount to Tesla for the cost of

the bus.

Please refer to appendix

Figure 7
20

PRODUCTION COSTS
Line Item
Std. Model Bus (Full Retail Price)
Tesla Labor (See Project Staffing) 3
Bus Shipment
Retail Discount (30% off $700K)
Tesla Software Upgrade

Total Cost
($700,000)
($81,000)
($6,220)
$210,000
($75,000)

Total

($652,220)
Figure 8

EVENT COSTS
Line Item
Employee Compensation and Transportation

(Debit)/Credit
($50,907)

Balance
($50,907)

($22,500)
($0.00)
($73,407)

($73,407)
($73,407)
($73,407)

(See Event Staffing & Cost)

Event Space 4
T-Shirts 5
Total

Figure 9
3. See Project Staffing Costs. Tesla labor costs is $81,000 and Proterra labor costs is $76,704.
4. This accounts for 6 10 by 10 modules which will produce 238.75 square feet in excess of the bus. We
will utilize the Tesla exhibit that will be hosted in the location next to ours to obtain additional square
footage.
5. We will be using t-shirts that are already on hand for marketing events.
Please refer to appendix

21

STAFFING

PROJECT STAFFING - COSTS

Line Item

Hrs.

Tesla
Engineer
Assembly Line
Marketing
Human Recourses
Proterra
Engineer
Project Managers

Rate

Qty

Total (Debit)/Credit

Balance

304
360
40
40

$30
$18
$25
$25

5
5
1
2

($45,600)
($32,400)
($1,000)
($2,000)

($45,600)
($78,000)
($79,000)
($81,000)

88
784

$30
$27

5
3

($13,200)
($63,504)

($13,200)
($76,704)

Total

($131,880)
Pay - (Glassdoor, 2016)

Figure 10

PROJECT STAFFING - TIMELINE

Date

Company

Who

Hrs. Pay

Action Item

07/21/2016

Tesla & Proterra

Engineering

352

Begin Planning Bus Production

Proterra

Project Managers

64

Tesla

Engineering

40

Tesla

Marketing

40

Begin Marketing

Proterra

Project Managers

720

Bus Production (18 Weeks)

Tesla

Assembly

360

Hardware & Software Install

04/06/2017

Tesla

H.R.

40

Ship Bus

04/18/2017

Tesla

H.R.

40

Send Employees for Event (Scheduling)

04/21-2017
04/23/2017

Tesla & Proterra

All

40

Event

09/26/2016
10/16/2016
11/07/201603/10/2017
01/23/201703/24/2017

Procurement Process Begins

23

TIMELINE Continued
Total Tesla Employee Manufacturing Hours
Engineering

304

Assembly

360

Marketing

40

H.R.

80

Total Proterra Employee Manufacturing Hours

Engineering

88

Project Mng.

784
Figure 11

EVENT STAFFING & COSTS

Line Item
Tesla
Engineer (Comp.)
Assembly Line Worker (Comp.)
Marketing (Comp.)
Human Recourses (Comp.)
Proterra
Engineer (Comp.)
Project Managers (Comp.)
Transportation
Flights
Hotel Room
Daily Meal & Incidentals
Volunteer Compensation
Food & Entertainment
Total

Qty
5
5
1

Dai-

Total Cost

Balance

$14
$20

($6,000)
($3,600)
($1,000)

($6,000)
($9,600)
($10,600)

$20

($2,000)

($12,600)

5
3

$24
$21

($6,000)
($3,240)

($6,000)
($9,240)

21
84
105

$40
$13
$64

($8,505)
($11,592)
($6,720)

($8,505)
($20,097)
($26,817)

50

$15

($2,250)

($2,250)
($50,907)

Flight - (Google, n.d.)

Per Diem - (U.S. General Service Administration, n.d.)
(U.S. General Services Administration, 2016)

Figure 12

24

WE NEED YOU

Dallas-Fort Worths growth continues to add pollution into our ozone. Compound the
population surge with the lack of state funds that can assist with transportation, and a
growing concern of the current transportation agenda arises. There is nothing in place
to correct the direction DFW is moving in; instead we must attempt to rectify past
problems by correcting causes after the fact. Dallas-Fort Worth is one of the most
ozone polluted cities in the United States, largely stemming from the vast amount of
highways cluttered with seemingly motionless traffic. The Social Enterprise Specialist
Team has a solution that will combat the issues facing DFW traffic and pollution.

A state of the art electric bus can help save DART, the City of Dallas, and DFW
residents millions of dollars in the future. This savings will come as an additional benefit
to the recipients beyond the elimination of harmful emissions and pollutants into the
Dallas-Fort Worth atmosphere. The benefits that Tesla and Proterra will receive result
from community involvement, positive public relations, expanded network connections,
and creation of a versatile business portfolio design.
Tesla Motors, with help from Proterra, not only feels that we have the passion, but
also the capability to complete a project of this magnitude. Tesla already has a strong

DFW presence with 14% of their Tesla Model S vehicle on DFW roads. Our green
initiative, fine-tuned for the services that DART provides DFW residents, will establish an
even stronger Tesla presence on Dallas-Fort Worth transportation. This provides the
maximum number of residents to witness the technologies that Tesla is using to
advance the sustainability efforts in the metroplex. We look forward to working with
Proterra, DART, and the City of Dallas to complete this project. We ask for your
assistance in making this project a reality.
Signature:

Date:

Elon Musk President & CEO

Signature:

Date:
Jason Wheeler CFO

26

REFERENCES

Allen, J. (2001, 09 06). Ultraviolet Radiation: How it Affects Life on Earth. Retrieved 07 18, 2016, from Earth
Observatory: http://earthobservatory.nasa.gov/Features/UVB/
American Council of Engineering Companies. (2014, 09 22). City of Dallas' Capital Program Update.
Retrieved 07 10, 2016, from ACEC Dallas: http://acecdallas.org/wp-content/uploads/2013/12/
ACEC.pdf
Cars, Trucks, and Air Pollution. (2014, 12 04). Retrieved 07 16, 2016, from Union of Concerned Scientists Science for a healthy planet and safer world: http://www.ucsusa.org/clean-vehicles/vehicles-airpollution-and-human-health/cars-trucks-air-pollution#.V4rkI_krLIW
DART. (n.d.). Facts about Dallas Area Rapid Transit (DART). Retrieved 07 10, 2016, from DART: http://
www.dart.org/about/dartfacts.asp

Earth Day Texas. (n.d.). About Us. Retrieved 07 16, 2016, from Earth Day Texas: http://earthdaytx.org/
about-us/
Earth Day Texas. (n.d.). Exhibitor Package Information & Pricing. Retrieved 07 16, 2016, from Earth Day
Texas: http://earthdaydallas.force.com/pmtx/EDTxRegistration?id=701U00000004ypw
Earth Day Texas. (n.d.). Frequently Asked Questions. Retrieved 07 16, 2016, from Earth Day Texas: http://
earthdaytx.org/faq/#q11
Glassdoor. (2016, 07 06). Telsa Motors Hourly Pay. Retrieved 07 16, 2016, from glassdoor: https://
www.glassdoor.com/Hourly-Pay/Tesla-Motors-Hourly-Pay-E43129.htm

Google. (n.d.). Flights. Retrieved 07 16, 2016, from Google: https://www.google.com/flights/

#search;f=SFO;t=DFW,DAL;d=2017-04-21;r=2017-04-23
Grady, B. (2015, 05 5). Move over, Tesla: electric vehicles are about to be super-sized. Retrieved 07 06,
2016, from GreenBiz: https://www.greenbiz.com/article/move-over-tesla-electric-vehicles-areabout-be-super-sized
Katz, C. (2016, 04 27). As Electric Cars Stall, A Move to Greener Truck and Buses. Retrieved 07 16, 2016,
from Green Building Advisor: http://www.greenbuildingadvisor.com/blogs/dept/guest-blogs/
electric-cars-stall-move-greener-trucks-and-buses
Musk, E. (2006, 08 02). The Secret of Tesla Motors Master Plan (just between you and me). Retrieved 07 16,
2016, from Tesla - Blog: https://www.teslamotors.com/blog/secret-tesla-motors-master-plan-justbetween-you-and-me
Musk, E. (2013, 11 18). The Mission of Tesla. Retrieved 07 16, 2016, from Tesla - Blog: https://
www.teslamotors.com/blog/mission-tesla
Nealer, R., Reichmuth, D., & Anair, D. (2015, 11 01). Cleaner Cars from Cradle to Grave. Retrieved
0716, 2016, from Union of Concerned Scientists: http://www.ucsusa.org/sites/default/files/
attach/2015/11/Cleaner-Cars-from-Cradle-to-Grave-full-report.pdf

28

Office of Highway Policy Information. (2015, 02 20). State & Urbanized Area Statistics. Retrieved 07 10,
2016, from U.S. Department of Transportation; Federal Highway Administration: http://
www.fhwa.dot.gov/ohim/onh00/onh2p11.htm
Richard, M. G. (2015, 09 16). Electric bus made by ex-Tesla employee drives 258 miles on a single charge.
Retrieved 07 10, 2016, from treehugger DRIVING SUSTAINABILITY MAINSTREAM: http://
www.treehugger.com/public-transportation/electric-bus-made-ex-tesla-employee-drives-258-milessingle-charge.html
Sanders, P. (2012, 01 05). How Traffic Jams Affect Air Quality. Retrieved 07 16, 2016, from Leader Environmental & Energy Management News: http://www.environmentalleader.com/2012/01/05/
how-traffic-jams-affect-air-quality/

Sapienza, J. (2015, 05 15). Smog: Statistics: Air Quality in America's Worst State For Smog. Retrieved 07 16,
2016, from Autos CheatSheet: http://www.cheatsheet.com/automobiles/smog-studies-is-the-curbon-emissions-working.html/?a=viewall
Saving, J. (2014, 04 01). Budget Balancing Act: Health and Education Stretch Texas Resources. Retrieved 07
10, 2016, from Federal Reserve Bank of Dallas: https://www.dallasfed.org/assets/documents/
research/swe/2014/swe1403b.pdf
Schutze, J. (2016, 02 02). Houston Mayor Nails Real Transportation Needs of Cities in Texas. Retrieved 07
10, 2016, from Dallas Observer: http://www.dallasobserver.com/news/houston-mayor-nails-realtransportation-needs-of-cities-in-texas-7988611
Southwest Information Office. (2015, 10 27). Consumer Expenditures for the Dallas-Fort Worth Area: 20132014. Retrieved 07 10, 2016, from Bureau of Labor Statistics: http://www.bls.gov/regions/
southwest/news-release/consumerexpenditures_dallasfortworth.htm
State of Delaware. (2015, 08 02). DART's Going Green Project Summary - (2009-2015). Retrieved 07 16,
2016, from State of Delaware - The Official Website of the First State: http://
www.dartfirststate.com/green/index.shtml
Tesla Expands Customer Base to Younger and Middle Class Buyers in Used Car Market. (2015, July 29).
Retrieved June 9, 2016, from Edmunds: http://www.edmunds.com/about/press/tesla-expandscustomer-base-to-younger-and-middle-class-buyers-in-used-car-market-reports-edmundscom.html
Tesla Motors. (n.d.). About Tesla. Retrieved 07 10, 2016, from TESLA: https://www.teslamotors.com/about
U.S. General Service Administration. (n.d.). Per Diem Rates Look-Up. Retrieved 07 16, 2016, from GSA:
http://www.gsa.gov/portal/category/100120
U.S. General Services Administration. (2016, 01 06). FY 2016 Meals and Incidental Expenses (M&IE)
Breakdown. Retrieved 07 16, 2016, from GSA: http://www.gsa.gov/portal/content/101518

29

Unknown. (2016, 05 19). Useful Notes / DFW Metroplex. Retrieved 07 16, 2016, from tvtropes: http://
tvtropes.org/pmwiki/pmwiki.php/UsefulNotes/DFWMetroplex
White, J., & Lienert, P. (2015, August 10). Tesla Burns Cash, Loses More Than $4,000 on Every Car Sold.
Retrieved July 6, 2016, from Reuters: http://www.reuters.com/article/us-teslamotors-cash-insightidUSKCN0QE0DC20150810
Worland, J. (2015, 04 29). These are America's 10 Most Polluted Cities. Retrieved 07 16, 2016, from Time:
http://time.com/3840001/most-polluted-cities-2015/

30

APPENDIX

COMPLETE BUDGET
Line Item
Bus Production (See Project Acct)
Event Cost (See Event Budget)
Donations (See Donation Acct)
Tesla Fund (50%)

(Debit)/Credit
($652,220)
($73,407)
$150,000
$287,813.51

Total Due

Balance
($652,220)
($725,627)
($575,627)
($287,813.49)
($287,813.49)
Figure 6

PRODUCTION ACCOUNT
Line Item
Std. Model Bus (Full Retail Price)
Tesla Labor (See Project Staffing)
Bus Shipment
Retail Discount (30% off $700K)
Tesla Software Upgrade
Total

Total Cost
($700,000)
($81,000)
($6,220)
$210,000
($75,000)

Balance
($700,000)
($781,000)
($787,220)
($577,220)
($652,220)
($652,220)
Figure 8

32

DONATION ACCOUNT
Company/ Org. Name
Air North Texas
Amazon (Warehouse)
Citizens Climate Lobby
Earth Day Texas
General Motors (Manufacturing)
Motorola
Nestle
Texas Campaign for the Environment
Toyota (HQ)
U.S. Environ. Protection Agency
University of Dallas
Dallas Baptist University
Texas Christian University
University of Texas at Arlington
University of Texas at Dallas
University of North Texas

Amount

Balance

$2,000
$10,000
$1,000
$1,000
$12,000
$7,000
$7,000

$2,000
$12,000
$13,000
$14,000
$26,000
$33,000
$40,000

$1,000
$18,000
$1,000
$15,000
$15,000
$15,000
$15,000
$15,000
$15,000

$41,000
$59,000
$60,000
$75,000
$90,000
$105,000
$120,000
$135,000
$150,000

Total

$150,000

EVENT COSTS
Line Item
Employee Compensation and Transportation
Event Space
T-Shirts
Total

(Debit)/Credit
($50,907)
($22,500)
($0.00)

Figure 13

Balance
($50,907)
($73,407)
($73,407)
($73,407)
Figure 9

33

MAP OF EARTH DAY TEXAS

SOURCE: 2017 Earth Day Texas Event Map

Figure 14

Earth Day Texas

34