diff --git a/Makefile b/Makefile
index c79dbbf1..45e7c764 100644
--- a/Makefile
+++ b/Makefile
@@ -83,8 +83,8 @@ readme:
 #: demo - Setup demo project using Python3.
 .PHONY: demo
 demo:
-	$(PIP) install -e .
-	$(PIP) install -e demo
+	$(PIP) install -e . --user
+	$(PIP) install -e demo --user
 	demodesk migrate --noinput
 	# Create superuser; user will be prompted to manually set a password
 	# When you get a prompt, enter a password of your choosing.
diff --git a/README.rst b/README.rst
index a4521c28..e93c933a 100644
--- a/README.rst
+++ b/README.rst
@@ -41,7 +41,7 @@ resides in the `demo/` top-level folder.
 It's likely that you can start up a demo project server by running
 only the command::
 
-    sudo make rundemo
+    make rundemo
 
 then pointing your web browser at `localhost:8080`.
 
diff --git a/demo/README.rst b/demo/README.rst
index 52d980bd..4d9c9128 100644
--- a/demo/README.rst
+++ b/demo/README.rst
@@ -28,7 +28,7 @@ Ideally, you'd use a virtualenv instead
 To use your system directory, from the top-level
 django-helpdesk directory, simply run:
 
-    sudo make rundemo
+    make rundemo
 
 Once the console gives a prompt that the HTTP
 server is listening, open your web browser