Improve Installation Quickstart Docs and setup.py Robustness

* fixes `setup.py` fail on fedora machines without binary package `pandoc` installed (even if pypandoc installed)
* `mkvirtualenv` should be `mkproject` to avoid installing the my_will bot in the user folder (cwd)
* `workon` is a virtualenv wrapper command, so virtualenv wrapper installation is assumed by docs
* add instructions for install on Debian and RedHat-based linuxes

manual testing that passed:
   -- `pip install` tested on fedora
   -- long_description tested by upload to testpypi both with and without README and with and without pandoc