Under "Building your module" the line for models.py that reads
"from satchmo.product.models import Product"
"from product.models import Product"
And the line for admin.py that reads
"from my_app.models import !MyNewProduct # TODO: Replace app name!"
"from models import !MyNewProduct # TODO: Replace app name!"
If "my_app" is on the path, the former would work, but my "my_app" isn't; and admin.py is in the same directory as models.py, anyway.
Reported by davis