```
    Traceback (most recent call last):
      File "<string>", line 16, in <module>
      File "/Users/lcrouch/python/reqkuma/src/django-mozilla-product-details/setup.py", line 3, in <module>
        import product_details
      File "product_details/__init__.py", line 104, in <module>
        product_details = ProductDetails()
      File "product_details/__init__.py", line 47, in __init__
        json_dir = settings_fallback('PROD_DETAILS_DIR')
      File "product_details/__init__.py", line 32, in settings_fallback
        return getattr(settings, key)
      File "/Users/lcrouch/python/reqkuma/lib/python2.7/site-packages/django/conf/__init__.py", line 54, in __getattr__
        self._setup(name)
      File "/Users/lcrouch/python/reqkuma/lib/python2.7/site-packages/django/conf/__init__.py", line 47, in _setup
        % (desc, ENVIRONMENT_VARIABLE))
    django.core.exceptions.ImproperlyConfigured: Requested setting PROD_DETAILS_DIR, but settings are not configured. You must either define the environment variable DJANGO_SETTINGS_MODULE or call settings.configure() before accessing settings.
    Complete output from command python setup.py egg_info:
    Traceback (most recent call last):

  File "<string>", line 16, in <module>

  File "/Users/lcrouch/python/reqkuma/src/django-mozilla-product-details/setup.py", line 3, in <module>

    import product_details

  File "product_details/__init__.py", line 104, in <module>

    product_details = ProductDetails()

  File "product_details/__init__.py", line 47, in __init__

    json_dir = settings_fallback('PROD_DETAILS_DIR')

  File "product_details/__init__.py", line 32, in settings_fallback

    return getattr(settings, key)

  File "/Users/lcrouch/python/reqkuma/lib/python2.7/site-packages/django/conf/__init__.py", line 54, in __getattr__

    self._setup(name)

  File "/Users/lcrouch/python/reqkuma/lib/python2.7/site-packages/django/conf/__init__.py", line 47, in _setup

    % (desc, ENVIRONMENT_VARIABLE))

django.core.exceptions.ImproperlyConfigured: Requested setting PROD_DETAILS_DIR, but settings are not configured. You must either define the environment variable DJANGO_SETTINGS_MODULE or call settings.configure() before accessing settings.
```