diff --git a/deployment/docker/pretix.bash b/deployment/docker/pretix.bash
index b2edfc5cf7..7086014bb8 100644
--- a/deployment/docker/pretix.bash
+++ b/deployment/docker/pretix.bash
@@ -33,7 +33,7 @@ fi
 
 if [ "$1" == "taskworker" ]; then
     export C_FORCE_ROOT=True
-    exec celery -A pretix worker -l info
+    exec celery -A pretix.celery_app worker -l info
 fi
 
 if [ "$1" == "shell" ]; then
diff --git a/doc/admin/installation/docker_smallscale.rst b/doc/admin/installation/docker_smallscale.rst
index 4efb567d5b..d36e73adcd 100644
--- a/doc/admin/installation/docker_smallscale.rst
+++ b/doc/admin/installation/docker_smallscale.rst
@@ -235,6 +235,26 @@ Updates are fairly simple, but require at least a short downtime::
 
 Restarting the service can take a few seconds, especially if the update requires changes to the database.
 
+Install a plugin
+----------------
+
+To install a plugin, you need to build your own docker image. To do so, create a new directory and place a file
+named ``Dockerfile`` in it. The Dockerfile could look like this (replace ``pretix-passbook`` with the plugins of your
+choice)::
+
+    FROM pretix/standalone
+    USER root
+    RUN pip3 install pretix-passbook
+    USER pretixuser
+    RUN make production
+
+Then, go to that directory and build the image::
+
+    $ docker build -t mypretix
+
+You can now use that image ``mypretix`` instead of ``pretix/standalone`` in your service file (see above). Be sure
+to re-build your custom image after you pulled ``pretix/standalone`` if you want to perform an update.
+
 .. _Docker: https://docs.docker.com/engine/installation/linux/debian/
 .. _Postfix: https://www.digitalocean.com/community/tutorials/how-to-install-and-configure-postfix-as-a-send-only-smtp-server-on-ubuntu-16-04
 .. _nginx: https://botleg.com/stories/https-with-lets-encrypt-and-nginx/
diff --git a/doc/admin/installation/manual_smallscale.rst b/doc/admin/installation/manual_smallscale.rst
index f2f476a222..76047d7202 100644
--- a/doc/admin/installation/manual_smallscale.rst
+++ b/doc/admin/installation/manual_smallscale.rst
@@ -105,8 +105,8 @@ Fill the configuration file ``/etc/pretix/pretix.cfg`` with the following conten
 
 See :ref:`email configuration <mail-settings>` to learn more about configuring mail features.
 
-Install pretix from source
---------------------------
+Install pretix from PyPI
+------------------------
 
 Now we will install pretix itself. The following steps are to be executed as the ``pretix`` user. Before we
 actually install pretix, we will create a virtual environment to isolate the python packages from your global
@@ -116,14 +116,10 @@ python installation::
     $ source /var/pretix/venv/bin/activate
     (venv)$ pip3 install -U pip setuptools wheel
 
-We now clone pretix and install its Python dependencies (replace ``mysql`` with ``postgres`` if you're running
-PostgreSQL)::
+We now install pretix, its direct dependencies and gunicorn. Replace ``mysql`` with ``postgres`` in the following
+command if you're running PostgreSQL::
 
-    (venv)$ git clone https://github.com/pretix/pretix.git /var/pretix/source
-    (venv)$ cd /var/pretix/source/src
-    (venv)$ pip3 install -r requirements.txt -r requirements/mysql.txt \
-                         -r requirements/redis.txt \
-                         -r requirements/py34.txt gunicorn
+    (venv)$ pip install "pretix[mysql]" gunicorn
 
 We also need to create a data directory::
 
@@ -131,8 +127,8 @@ We also need to create a data directory::
 
 Finally, we compile static files and translation data and create the database structure::
 
-    (venv)$ make production
-    (venv)$ python manage.py migrate
+    (venv)$ python -m pretix rebuild
+    (venv)$ python -m pretix migrate
 
 
 Start pretix as a service
@@ -171,7 +167,7 @@ For background tasks we need a second service ``/etc/systemd/system/pretix-worke
     Group=pretix
     Environment="VIRTUAL_ENV=/var/pretix/venv"
     Environment="PATH=/var/pretix/venv/bin:/usr/local/bin:/usr/bin:/bin"
-    ExecStart=/var/pretix/venv/bin/celery -A pretix worker -l info
+    ExecStart=/var/pretix/venv/bin/celery -A pretix.celery_app worker -l info
     WorkingDirectory=/var/pretix/source/src
     Restart=on-failure
 
@@ -191,7 +187,7 @@ Cronjob
 You need to set up a cronjob that runs the management command ``runperiodic``. The exact interval is not important
 but should be something between every minute and every hour. You could for example configure cron like this::
 
-    15,45 * * * * export PATH=/var/pretix/venv/bin:$PATH && cd /var/pretix/source/src && ./manage.py runperiodic
+    15,45 * * * * export PATH=/var/pretix/venv/bin:$PATH && cd /var/pretix/source/src && python -m pretix runperiodic
 
 The cronjob should run as the ``pretix`` user (``crontab -e -u pretix``).
 
@@ -254,16 +250,27 @@ To upgrade to a new pretix release, pull the latest code changes and run the fol
 ``mysql`` with ``postgres`` if necessary)::
 
     $ source /var/pretix/venv/bin/activate
-    (venv)$ cd /var/pretix/source/src
-    (venv)$ git pull origin master
-    (venv)$ pip3 install -r requirements.txt -r requirements/mysql.txt \
-                         -r requirements/redis.txt \
-                         -r requirements/py34.txt gunicorn
-    (venv)$ python manage.py migrate
-    (venv)$ make production
-    (venv)$ python manage.py updatestyles
+    (venv)$ pip3 install -U pretix[mysql] gunicorn
+    (venv)$ python -m pretix migrate
+    (venv)$ python -m pretix rebuild
+    (venv)$ python -m pretix updatestyles
     # systemctl restart pretix-web pretix-worker
 
+
+Install a plugin
+----------------
+
+To install a plugin, just use ``pip``! Depending on the plugin, you should probably apply database migrations and
+rebuild the static files afterwards. Replace ``pretix-passbook`` with the plugin of your choice in the following
+example::
+
+    $ source /var/pretix/venv/bin/activate
+    (venv)$ pip3 install pretix-passbook
+    (venv)$ python -m pretix migrate
+    (venv)$ python -m pretix rebuild
+    # systemctl restart pretix-web pretix-worker
+
+
 .. _Postfix: https://www.digitalocean.com/community/tutorials/how-to-install-and-configure-postfix-as-a-send-only-smtp-server-on-ubuntu-16-04
 .. _nginx: https://botleg.com/stories/https-with-lets-encrypt-and-nginx/
 .. _Let's Encrypt: https://letsencrypt.org/
diff --git a/src/pretix/base/__init__.py b/src/pretix/base/__init__.py
index 2ae4fca690..f6807b768b 100644
--- a/src/pretix/base/__init__.py
+++ b/src/pretix/base/__init__.py
@@ -18,3 +18,7 @@ class PretixBaseConfig(AppConfig):
 
 
 default_app_config = 'pretix.base.PretixBaseConfig'
+try:
+    import pretix.celery_app as celery # NOQA
+except ImportError:
+    pass
diff --git a/src/pretix/base/management/commands/rebuild.py b/src/pretix/base/management/commands/rebuild.py
new file mode 100644
index 0000000000..4a13aacc0f
--- /dev/null
+++ b/src/pretix/base/management/commands/rebuild.py
@@ -0,0 +1,15 @@
+from django.core.management import call_command
+from django.core.management.base import BaseCommand
+
+from ...signals import periodic_task
+
+
+class Command(BaseCommand):
+    help = "Rebuild static files and language files"
+
+    def handle(self, *args, **options):
+        periodic_task.send(self)
+        call_command('compilemessages', verbosity=1, interactive=False)
+        call_command('compilejsi18n', verbosity=1, interactive=False)
+        call_command('collectstatic', verbosity=1, interactive=False)
+        call_command('compress', verbosity=1, interactive=False)