Resolve "Improve the readme experience for folks not on team-friendo"
Closes #211 (closed)
Changes are:
- removes out of date details.
- adds more details about setting up needed services for development/production configuration for non-team-friends.
- outlines the setup processes in more of a step by step way
- less duplication to try to accommodate the team friendo items.
- identifies a few regular gotcha's in the deploy process.
- moves cli, make and other reference documentation to the end.