document the application customization

Describe how to customize the following thins:

- [x] templates
- [x] translations
- [x] forms
- [x] validation
- [x] controllers
- [x] services
- [x] create custom entities
- [x] UI bundle placeholders
- [x] OroTranslationBundle
- [x] adding field to an existing entity
- [x] adding regular entity and migration script
It would be good to add a notice, that doctrine:schema:update should be executed only for development and testing purposes - in production DB updated must be executed using migrations.