used pip to install based on readthedocs.io - Webapp Database Setup failing

I have what I believe to be a path/python version issue...

I have confirmed that the default python version on my system is 2.7.6
default django version is 1.9.12

When I run any version of django_admin.py migrate --settings.graphite.settings --run-syncdb
I get:

Traceback (most recent call last):
  File "/usr/local/lib/python2.7/dist-packages/django/bin/django-admin.py", line 5, in <module>
    management.execute_from_command_line()
  File "/usr/local/lib/python2.7/dist-packages/django/core/management/__init__.py", line 353, in execute_from_command_line
    utility.execute()
  File "/usr/local/lib/python2.7/dist-packages/django/core/management/__init__.py", line 302, in execute
    settings.INSTALLED_APPS
  File "/usr/local/lib/python2.7/dist-packages/django/conf/__init__.py", line 55, in __getattr__
    self._setup(name)
  File "/usr/local/lib/python2.7/dist-packages/django/conf/__init__.py", line 43, in _setup
    self._wrapped = Settings(settings_module)
  File "/usr/local/lib/python2.7/dist-packages/django/conf/__init__.py", line 99, in __init__
    mod = importlib.import_module(self.SETTINGS_MODULE)
  File "/usr/lib/python2.7/importlib/__init__.py", line 37, in import_module
    __import__(name)
ImportError: No module named graphite.settings