Dev Installer asking for the Serial number

I downloaded the LiveCycle ES s/w from the web-site and I am trying to follow the installturnkey_jboss.pdf document and using this when I am trying to install LiveCycleES Server(win_livecycle8_setup.exe) the installer is prompting for the serial number which is not avaialable in the downloaded package. Where can I get the Serial number?

Am I missing any step which will generate the serial number for me.

Any help/suggestions on this would be greatly appreciated.

Thanks in advance.

-Vamsi