adds getting started and toc to readme

this finishes improve readme sprint

fixes #6

README.md

-Pandoc Template
-===============
+Pandoc Project Template
+=======================
 
 A flexible and future proof way to write documents.
 
+<!-- toc -->
+
+- [Getting Started](#getting-started)
+- [Features](#features)
+  * [Disabling Features](#disabling-features)
+  * [Alternatives](#alternatives)
+- [Continuous Integration](#continuous-integration)
+  * [Spell Checking](#spell-checking)
+  * [Deployment to Nextcloud](#deployment-to-nextcloud)
+- [Building](#building)
+  * [Requirements](#requirements)
+- [Alternative To Project Template](#alternative-to-project-template)
+
+<!-- tocstop -->
+
+Getting Started
+---------------
+
+First, you need to [create a new project](https://git.idiv.de/projects/new).
+Choose **Create from template**, **Instance** and finally **pandoc**. Choose a
+project name and create the project. Clone the project to your local machine
+and start editing the Markdown sources. See below for features, using the build
+server and how to build locally.
+
 Features
 --------
 
@@ -124,16 +148,18 @@ first by following these steps:
 Building
 --------
 
-To build the PDF, just type `make`. Make already does incremental compilation,
-i.e. it re-compiles only those targets whose sources changed. If you want to
-watch for changes and automatically run `make` when something changes, use
-[watchexec][]:
+To build the PDF locally, you need to run the build script. Open a terminal,
+change to the cloned project directory and type `make`. Make already does
+incremental compilation, i.e. it re-compiles only those targets whose sources
+changed. If you want to watch for changes and automatically run `make` when
+something changes, use [watchexec][]:
 
 ```
 watchexec make
 ```
 
-The `watchexec` tool honors `.gitignore`.
+**Note:** The `watchexec` tool honors `.gitignore` so it doesn't run the
+command when the targets changed but only if the sources do.
 
 ### Requirements
 
@@ -150,8 +176,8 @@ build the template PDF, you need these dependencies:
 - [watchexec][]
 - [markdown-spellcheck][]
 
-**Note:** On MS Windows, it might be helpful using [chocolatey][].
-
+**Note:** On MS Windows, it might be helpful using [chocolatey][] to install
+some of the dependencies, e.g. GNU make and Graphviz.
 
 
 [chocolatey]: https://chocolatey.org/