1. setup.py/setup.cfg

2. setup.py
tests_require = ["nose", "coverage", "webtest"]
setup(
tests_require=tests_require,
extras_require={
"testing": tests_require,
"docs": ["sphinx"],
},
)

3. これまでのおまいら
pip install -e .
cat > requirements.txt
nose
coverage
sphinx
^D
pip install -r requirements.txt

4. setup.cfg
[aliases]
dev = develop easy_install hoge[testing] hoge
[docs]

5. これからのおまいら
python setup.py dev

6. まとめ
extras_requireは便利だね！