Improve README instructions.

Instruct users to give the project directory their own name.
Update default copyright year to 2013.
Add a _static directory to quell Sphinx warnings.
Make template project sdist-compatible.
Take requests out of docs intersphinx mapping.
Include requirements directory in sdist.
Add doctools to sdist.
Remove hard dependency on colorama.

Useful for importing the pavement.py file without needing all the other
utilities inside it.