Pyramid: pkg_resources.DistributionNotFound: <projectname>

When trying to start the built-in WSGI server in Pyramid after starting a new project, pserve refused to do anything useful with my project. Turns out I had forgot to run in my projects virtual environment to set up all the dependencies:

From my projects folder:

    ../bin/python develop

.. of course, you’ll remember this if you read the README.txt that the pyramid setup creates for you in your project directory.