cant seem to install dashboard successfully on ubuntu 12.04

I can't seem to find a reason but if i follow this documentation, i cannot get the dashboard to display anything apart form the default apache2 web page.

I followed this process - http://docs.openstack.org/trunk/openstack-compute/install/apt/content/ch_install-dashboard.html
i also have the cloud repo added to ensure I get Folsom code rather than essex and I'm pulling from the GB mirrors.
I have successfully installed, keystone,glance and nova - all are 2012.2 versions

symptoms - no errors in any apache2 logs, you see a standard apache2 blank page as follows:

-------------------------------------
Index of /
[ICO] Name Last modified Size Description
Apache/2.2.22 (Ubuntu) Server at 172.28.137.65 Port 80
------------------------------------

exact steps to reproduce -
apt-get install -y memcached libapache2-mod-wsgi openstack-dashboard as per documentation
There were no errors encountered during installation, but something seems to be missing.

 any ideas on how i can resolve this ?