docs: Update readme and contribution guide

CONTRIBUTING.md

@@ -1,6 +1,18 @@
 # Contribution Guidelines
 
-### Commit message format
+Hi! Thank you for taking the time to contribute to Vendure!
+
+In order to make the best use of both your time and that of the Vendure maintainers, please follow the guidelines in this document.
+
+## Bug Fixes
+
+If you would like to contribute a bugfix, please first create an issue detailing the bug, and also indicate that you intend to fix it. When creating commits, please follow the commit message format below.
+
+## New Features
+
+Again, please create a feature request detailing the functionality you intend to add, and state that you would like to implement it. When creating commits, please follow the commit message format below.
+
+## Commit message format
 
 This repo uses [Conventional Commits](https://www.conventionalcommits.org).
 
@@ -11,6 +23,7 @@ type(scope): Message in present tense
 * **feat** (new feature)
 * **fix** (bug fix)
 * **docs** (changes to documentation)
+* **perf** (performance improvements)
 * **style** (formatting, missing semi colons, etc; no code change)
 * **refactor** (refactoring production code)
 * **test** (adding missing tests, refactoring tests; no production code change)

README.md

@@ -1,12 +1,16 @@
 # Vendure
 
-A headless [GraphQL](https://graphql.org/) ecommerce framework built on [Node.js](https://nodejs.org) with [Nest](https://nestjs.com/) with [TypeScript](http://www.typescriptlang.org/).
+A headless [GraphQL](https://graphql.org/) ecommerce framework built on [Node.js](https://nodejs.org) with [Nest](https://nestjs.com/) & [TypeScript](http://www.typescriptlang.org/), with a focus on developer productivity and ease of customization.
 
 [![Build Status](https://github.com/vendure-ecommerce/vendure/workflows/Build%20&%20Test/badge.svg)](https://github.com/vendure-ecommerce/vendure/actions) 
 [![lerna](https://img.shields.io/badge/maintained%20with-lerna-cc00ff.svg)](https://lernajs.io/)
 
 ### [www.vendure.io](https://www.vendure.io/)
 
+* [Getting Started](https://www.vendure.io/docs/getting-started/): Get Vendure up and running locally in a matter of minutes with a single command
+* [Live Demo](https://demo.vendure.io/)
+* [Vendure Slack](https://join.slack.com/t/vendure-ecommerce/shared_invite/enQtNzA1NTcyMDY3NTg0LTMzZGQzNDczOWJiMTU2YjAyNWJlMzdmZGE3ZDY5Y2RjMGYxZWNlYTI4NmU4Y2Q1MDNlYzE4MzQ5ODcyYTdmMGU) Join us on Slack for support and answers to your questions
+
 ## Structure
 
 This project is a monorepo managed with [Lerna](https://github.com/lerna/lerna). Several npm packages are published from this repo, which can be found in the `packages/` directory.
@@ -24,6 +28,8 @@ vendure/
 
 ## Development
 
+The following instructions are for those who want to develop the Vendure core framework or plugins (e.g. if you intend to make a pull request). For instructions on how to build a project *using* Vendure, please see the [Getting Started guide](https://www.vendure.io/docs/getting-started/).
+
 ### 1. Install top-level dependencies
 
 `yarn`