./start-tendenci.sh tendenci_v10/
Traceback (most recent call last):
  File "tendenci_v10/manage.py", line 10, in <module>
    execute_from_command_line(sys.argv)
  File "/home/gfbot/Trabajos/tendenci_helios/venv-tendenci_v10/local/lib/python2.7/site-packages/django/core/management/__init__.py", line 354, in execute_from_command_line
    utility.execute()
  File "/home/gfbot/Trabajos/tendenci_helios/venv-tendenci_v10/local/lib/python2.7/site-packages/django/core/management/__init__.py", line 303, in execute
    settings.INSTALLED_APPS
  File "/home/gfbot/Trabajos/tendenci_helios/venv-tendenci_v10/local/lib/python2.7/site-packages/django/conf/__init__.py", line 48, in __getattr__
    self._setup(name)
  File "/home/gfbot/Trabajos/tendenci_helios/venv-tendenci_v10/local/lib/python2.7/site-packages/django/conf/__init__.py", line 44, in _setup
    self._wrapped = Settings(settings_module)
  File "/home/gfbot/Trabajos/tendenci_helios/venv-tendenci_v10/local/lib/python2.7/site-packages/django/conf/__init__.py", line 92, in __init__
    mod = importlib.import_module(self.SETTINGS_MODULE)
  File "/usr/lib/python2.7/importlib/__init__.py", line 37, in import_module
    __import__(name)
  File "/home/gfbot/Trabajos/tendenci_helios/tendenci_v10/conf/settings.py", line 2, in <module>
    from tendenci.settings import *
  File "/home/gfbot/Trabajos/tendenci_helios/venv-tendenci_v10/src/tendenci/tendenci/settings.py", line 18, in <module>
    PROJECT_ROOT = os.environ['TENDENCI_PROJECT_ROOT']
  File "/home/gfbot/Trabajos/tendenci_helios/venv-tendenci_v10/lib/python2.7/UserDict.py", line 40, in __getitem__
    raise KeyError(key)
KeyError: 'TENDENCI_PROJECT_ROOT'