First, load some data via the admin that should always be there when someone installs the app.

Next, dump that data out into JSON format into a fixture:

./manage.py dumpdata [app_name] > [app_name]/fixtures/initial_data.json

Now whenever someone installs the app and runs syncdb, they’ll get that initial data loaded into their database.

Sources

• Providing initial data for models
• django-admin.py and manage.py