Update readme with more information, clone instructions, and git submodule info

diff --git a/README.md b/README.md
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-Sample, skeleton application using the ZF2 MVC layer.
+ZendSkeletonApplication
+=======================
+
+Introduction
+------------
+This is a simple, skeleton application using the ZF2 MVC layer and module
+systems. This application is meant to be used as a starting place for those
+looking to get their feet wet with ZF2.
+
+
+Installation
+------------
+The easiest way to get a working copy of this project is to do a recursive
+clone:
+
+    git clone --recursive git://github.com/zendframework/ZendSkeletonApplication.git
+
+After the clone is complete, set up a virtual host to point to the public/
+directory of the project and you should be ready to go!
+
+If you're wondering what the `--recursive` flag is, keep reading:
+
+Git Submodules
+--------------
+This project makes use of [Git submodules](http://book.git-scm.com/5_submodules.html).
+Utilizing Git submodules allows us to reference an exact commit in the upstream
+[zendframework/zf2](https://github.com/zendframework/zf2) repository and ensure
+that those who have cloned the project have that same commit checked out. This
+provides several benefits:
+
+* Developers do not have to worry about which commit of the zf2 project to have
+  checked out for this project to work.
+* No additional steps to "install" Zend Framework are needed; it "just works"
+  after a cloning the project.
+
+There are a couple of mild caveats to be aware of:
+* Be sure to always run `git submodule update` after pulling, as merge/rebase
+  does not automatically update the checked out commit in submodules if it has
+  been changed.
+* The initial clone will be a bit slower, due to it having to pull down a
+  separate copy of ZF2 from what you already have.