diff --git a/docs/architecture-decisions/adr002-default-catalog-file-format.md b/docs/architecture-decisions/adr002-default-catalog-file-format.md
index 6cf649aedf..00c8b0947d 100644
--- a/docs/architecture-decisions/adr002-default-catalog-file-format.md
+++ b/docs/architecture-decisions/adr002-default-catalog-file-format.md
@@ -52,7 +52,7 @@ This is an example entity definition with some mocked data.
 
 ```yaml
 ---
-apiVersion: backstage.io/v1beta1
+apiVersion: backstage.io/v1alpha1
 kind: Component
 metadata:
   name: frobs-awesome
@@ -96,8 +96,8 @@ Backstage specific entities have an `apiVersion` that is prefixed with
 same type of structure. This may be relevant when co-hosting these
 specifications with e.g. kubernetes object manifests.
 
-Early versions of the catalog will be using beta versions, e.g.
-`backstage.io/v1beta1`, to signal that the format may still change. After that,
+Early versions of the catalog will be using alpha/beta versions, e.g.
+`backstage.io/v1alpha1`, to signal that the format may still change. After that,
 we will be using `backstage.io/v1` and up.
 
 ### `metadata`
@@ -213,10 +213,10 @@ Values can be of any length, but are limited to being strings.
 
 ## Component
 
-| Field        | Value                  |
-| ------------ | ---------------------- |
-| `apiVersion` | `backstage.io/v1beta1` |
-| `kind`       | `Component`            |
+| Field        | Value                   |
+| ------------ | ----------------------- |
+| `apiVersion` | `backstage.io/v1alpha1` |
+| `kind`       | `Component`             |
 
 The `spec` object for this kind is as follows:
 
diff --git a/docs/architecture-decisions/adr005-catalog-core-entities.md b/docs/architecture-decisions/adr005-catalog-core-entities.md
index 578eb72b91..d607dc62fb 100644
--- a/docs/architecture-decisions/adr005-catalog-core-entities.md
+++ b/docs/architecture-decisions/adr005-catalog-core-entities.md
@@ -37,7 +37,7 @@ Component entities are typically defined in YAML descriptor files next to the
 code of the component, and could look like this (actual schema will evolve):
 
 ```yaml
-apiVersion: backstage.io/v1beta1
+apiVersion: backstage.io/v1alpha1
 kind: Component
 metadata:
   name: my-component-name
@@ -63,7 +63,7 @@ wouldn't need their own descriptor files, but would be stored in the catalog
 somewhat like this (actual schema will evolve):
 
 ```yaml
-apiVersion: backstage.io/v1beta1
+apiVersion: backstage.io/v1alpha1
 kind: API
 metadata:
   name: my-component-api
@@ -97,7 +97,7 @@ files, but would be stored in the catalog somewhat like this (actual schema will
 evolve):
 
 ```yaml
-apiVersion: backstage.io/v1beta1
+apiVersion: backstage.io/v1alpha1
 kind: Resource
 metadata:
   name: my-component-db
diff --git a/docs/features/software-catalog/descriptor-format.md b/docs/features/software-catalog/descriptor-format.md
new file mode 100644
index 0000000000..a9fc17ce75
--- /dev/null
+++ b/docs/features/software-catalog/descriptor-format.md
@@ -0,0 +1,313 @@
+# Descriptor Format of Catalog Entities
+
+This section describes the default data shape and semantics of catalog entities.
+
+This both applies to objects given to and returned from the software catalog
+API, as well as to the descriptor files that the software catalog can ingest
+natively. In the API request/response cycle, a JSON representation is used,
+while the descriptor files are on YAML format to be more easily maintainable by
+humans. However, the structure and semantics is the same in both cases.
+
+## Contents
+
+- [Overall Shape Of An Entity](#overall-shape-of-an-entity)
+- [Common to All Kinds: The Envelope](#common-to-all-kinds-the-envelope)
+- [Common to All Kinds: The Metadata](#common-to-all-kinds-the-metadata)
+- [Kind: Component](#kind-component)
+
+## Overall Shape Of An Entity
+
+The following is an example of the shape of an entity as returned from the
+software catalog API.
+
+```js
+{
+  "apiVersion": "backstage.io/v1alpha1",
+  "kind": "Component",
+  "metadata": {
+    "annotations": {
+      "backstage.io/managed-by-location": "file:/tmp/component-info.yaml",
+      "example.com/service-discovery": "artistweb",
+      "circleci.com/project-slug": "gh/example-org/artist-website"
+    },
+    "description": "The place to be, for great artists",
+    "etag": "ZjU2MWRkZWUtMmMxZS00YTZiLWFmMWMtOTE1NGNiZDdlYzNk",
+    "generation": 1,
+    "labels": {
+      "system": "public-websites"
+    },
+    "name": "artist-web",
+    "uid": "2152f463-549d-4d8d-a94d-ce2b7676c6e2"
+  },
+  "spec": {
+    "lifecycle": "production",
+    "owner": "artist-relations@example.com",
+    "type": "website"
+  }
+}
+```
+
+The corresponding descriptor file that generated it may look as follows:
+
+```yaml
+apiVersion: backstage.io/v1alpha1
+kind: Component
+metadata:
+  name: artist-web
+  description: The place to be, for great artists
+  labels:
+    system: public-websites
+  annotations:
+    example.com/service-discovery: artistweb
+    circleci.com/project-slug: gh/example-org/artist-website
+spec:
+  type: website
+  lifecycle: production
+  owner: artist-relations@example.com
+```
+
+The root fields `apiVersion`, `kind`, `metadata`, and `spec` are part of the
+_envelope_, defining the overall structure of all kinds of entity. Likewise,
+some metadata fields like `name`, `labels`, and `annotations` are of special
+significance and have reserved purposes and distinct shapes.
+
+See below for details about these fields.
+
+## Common to All Kinds: The Envelope
+
+The root envelope object has the following structure.
+
+### `apiVersion` and `kind` [required]
+
+The `kind` is the high level entity type being described.
+[ADR005](/docs/architecture-decisions/adr005-catalog-core-entities.md) describes
+a number of core kinds that plugins can know of and understand, but an
+organization using Backstage is free to also add entities of other kinds to the
+catalog.
+
+The perhaps most central kind of entity, that the catalog focuses on in the
+initial phase, is `Component` ([see below](#kind-component)).
+
+The `apiVersion` is the version of specification format for that particular
+entity that the specification is made against. The version is used for being
+able to evolve the format, and the tuple of `apiVersion` and `kind` should be
+enough for a parser to know how to interpret the contents of the rest of the
+data.
+
+Backstage specific entities have an `apiVersion` that is prefixed with
+`backstage.io/`, to distinguish them from other types of object that share the
+same type of structure. This may be relevant when co-hosting these
+specifications with e.g. kubernetes object manifests, or when an organization
+adds their own specific kinds of entity to the catalog.
+
+Early versions of the catalog will be using alpha/beta versions, e.g.
+`backstage.io/v1alpha1`, to signal that the format may still change. After that,
+we will be using `backstage.io/v1` and up.
+
+### `metadata` [required]
+
+A structure that contains metadata about the entity, i.e. things that aren't
+directly part of the entity specification itself. See below for more details
+about this structure.
+
+### `spec` [varies]
+
+The actual specification data that describes the entity.
+
+The precise structure of the `spec` depends on the `apiVersion` and `kind`
+combination, and some kinds may not even have a `spec` at all. See further down
+in this document for the specification structure of specific kinds.
+
+## Common to All Kinds: The Metadata
+
+The `metadata` root field has a number of reserved fields with specific meaning,
+described below.
+
+In addition to these, you may add any number of other fields directly under
+`metadata`, but be aware that general plugins and tools may not be able to
+understand their semantics.
+
+### `name` [required]
+
+The name of the entity. This name is both meant for human eyes to recognize the
+entity, and for machines and other components to reference the entity (e.g. in
+URLs or from other entity specification files).
+
+Names must be unique per kind, within a given namespace (if specified), at any
+point in time. Names may be reused at a later time, after an entity is deleted
+from the registry.
+
+Names are required to follow a certain format. Entities that do not follow those
+rules will not be accepted for registration in the catalog. The ruleset is
+configurable to fit your organization's needs, but the default behavior is as
+follows.
+
+- Strings of length at least 1, and at most 63
+- Must consist of sequences of `[a-z0-9A-Z]` possibly separated by one of
+  `[-_.]`
+
+Example: `visits-tracking-service`, `CircleciBuildsDump_avro_gcs`
+
+In addition to this, names are passed through a normalization function and then
+compared to the same normalized form of other entity names and made sure to not
+collide. This rule of uniqueness exists to avoid situations where e.g. both
+`my-component` and `MyComponent` are registered side by side, which leads to
+confusion and risk. The normalization function is also configurable, but the
+default behavior is as follows.
+
+- Strip out all characters outside of the set `[a-zA-Z0-9]`
+- Convert to lowercase
+
+Example: `CircleciBuildsDs_avro_gcs` -> `circlecibuildsdsavrogcs`
+
+### `namespace` [optional]
+
+The ID of a namespace that the entity belongs to. This is a string that follows
+the same format restrictions as `name` above.
+
+This field is optional, and currently has no special semantics apart from
+bounding the name uniqueness constraint if specified. It is reserved for future
+use and may get broader semantic implication later. For now, it is recommended
+to not specify a namespace unless you have specific need to do so.
+
+Namespaces may also be part of the catalog, and are `v1` / `Namespace` entities,
+i.e. not Backstage specific but the same as in Kubernetes.
+
+### `description` [optional]
+
+A human readable description of the entity, to be shown in Backstage. Should be
+kept short and informative, suitable to give an overview of the entity's purpose
+at a glance. More detailed explanations and documentation should be placed
+elsewhere.
+
+### `labels` [optional]
+
+Labels are optional key/value pairs of that are attached to the entity, and
+their use is identical to
+[Kubernetes object labels](https://kubernetes.io/docs/concepts/overview/working-with-objects/labels/).
+
+Their main purpose is for references to other entities, and for information that
+is in one way or another classifying for the current entity. They are often used
+as values in queries or filters.
+
+Both the key and the value are strings, subject to the following restrictions.
+
+Keys have an optional prefix followed by a slash, and then the name part which
+is required. The prefix, if present, must be a valid lowercase domain name, at
+most 253 characters in total. The name part must be sequences of `[a-zA-Z0-9]`
+separated by any of `[-_.]`, at most 63 characters in total.
+
+The `backstage.io/` prefix is reserved for use by Backstage core components.
+Some keys such as `system` also have predefined semantics.
+
+Values are strings that follow the same restrictions as `name` above.
+
+### `annotations` [optional]
+
+An object with arbitrary non-identifying metadata attached to the entity,
+identical in use to
+[Kubernetes object annotations](https://kubernetes.io/docs/concepts/overview/working-with-objects/annotations/).
+
+Their purpose is mainly, but not limited, to reference into external systems.
+This could for example be a reference to the git ref the entity was ingested
+from, to monitoring and logging systems, to pagerduty schedules, etc. Users may
+add these to descriptor YAML files, but in addition to this automated systems
+may also add annotations, either during ingestion into the catalog, or at a
+later time.
+
+Both the key and the value are strings, subject to the following restrictions.
+
+Keys have an optional prefix followed by a slash, and then the name part which
+is required. The prefix must be a valid lowercase domain name if specified, at
+most 253 characters in total. The name part must be sequences of `[a-zA-Z0-9]`
+separated by any of `[-_.]`, at most 63 characters in total.
+
+The `backstage.io/` prefix is reserved for use by Backstage core components.
+
+Values can be of any length, but are limited to being strings.
+
+## Kind: Component
+
+Describes the following entity kind:
+
+| Field        | Value                   |
+| ------------ | ----------------------- |
+| `apiVersion` | `backstage.io/v1alpha1` |
+| `kind`       | `Component`             |
+
+A Component describes a software component. It is typically intimately linked to
+the source code that constitutes the component, and should be what a developer
+may regard a "unit of software", usually with a distinct deployable or linkable
+artifact.
+
+Descriptor files for this kind may look as follows.
+
+```yaml
+apiVersion: backstage.io/v1alpha1
+kind: Component
+metadata:
+  name: artist-web
+  description: The place to be, for great artists
+spec:
+  type: website
+  lifecycle: production
+  owner: artist-relations@example.com
+```
+
+In addition to the [common envelope metadata](#common-to-all-kinds-the-metadata)
+shape, this kind has the following structure.
+
+### `apiVersion` and `kind` [required]
+
+Exactly equal to `backstage.io/v1alpha1` and `Component`, respectively.
+
+### `spec.type` [required]
+
+The type of component as a string, e.g. `website`. This field is required.
+
+The software catalog accepts any type value, but an organisation should take
+great care to establish a proper taxonomy for these. Tools including Backstage
+itself may read this field and behave differently depending on its value. For
+example, a website type component may present tooling in the Backstage interface
+that is specific to just websites.
+
+The current set of well-known and common values for this field is:
+
+- `service` - a backend service, typically exposing an API
+- `website` - a website
+- `library` - a software library, such as an NPM module or a Java library
+
+### `spec.lifecycle` [required]
+
+The lifecyle state of the component, e.g. `production`. This field is required.
+
+The software catalog accepts any lifecycle value, but an organisation should
+take great care to establish a proper taxonomy for these.
+
+The current set of well-known and common values for this field is:
+
+- `experimental` - an experiment or early, non-production component, signaling
+  that users may not prefer to consume it over other more established
+  components, or that there are low or no reliability guarantees
+- `production` - an established, owned, maintained component
+- `deprecated` - a component that is at the end of its lifecycle, and may
+  disappear at a later point in time
+
+### `spec.owner` [required]
+
+The owner of the component, e.g. `artist-relations@example.com`. This field is
+required.
+
+In Backstage, the owner of a component is the singular entity (commonly a team)
+that bears ultimate responsibility for the component, and has the authority and
+capability to develop and maintain it. They will be the point of contact if
+something goes wrong, or if features are to be requested. The main purpose of
+this field is for display purposes in Backstage, so that people looking at
+catalog items can get an understanding of to whom this component belongs. It is
+not to be used by automated processes to for example assign authorization in
+runtime systems. There may be others that also develop or otherwise touch the
+component, but there will always be one ultimate owner.
+
+Apart from being a string, the software catalog leaves the format of this field
+open to implementers to choose. Most commonly, it is set to the ID or email of a
+group of people in an organizational structure.
diff --git a/packages/catalog-model/src/EntityPolicies.ts b/packages/catalog-model/src/EntityPolicies.ts
index cf23bcdc88..d761aa9f20 100644
--- a/packages/catalog-model/src/EntityPolicies.ts
+++ b/packages/catalog-model/src/EntityPolicies.ts
@@ -23,8 +23,8 @@ import {
   SchemaValidEntityPolicy,
 } from './entity';
 import {
-  ComponentEntityV1beta1Policy,
-  LocationEntityV1beta1Policy,
+  ComponentEntityV1alpha1Policy,
+  LocationEntityV1alpha1Policy,
 } from './kinds';
 import { EntityPolicy } from './types';
 
@@ -72,8 +72,8 @@ export class EntityPolicies implements EntityPolicy {
         new ReservedFieldsEntityPolicy(),
       ]),
       EntityPolicies.anyOf([
-        new ComponentEntityV1beta1Policy(),
-        new LocationEntityV1beta1Policy(),
+        new ComponentEntityV1alpha1Policy(),
+        new LocationEntityV1alpha1Policy(),
       ]),
     ]);
   }
diff --git a/packages/catalog-model/src/entity/Entity.ts b/packages/catalog-model/src/entity/Entity.ts
index 80c5765ee1..70d2ba4d2b 100644
--- a/packages/catalog-model/src/entity/Entity.ts
+++ b/packages/catalog-model/src/entity/Entity.ts
@@ -95,6 +95,12 @@ export type EntityMeta = {
    */
   namespace?: string;
 
+  /**
+   * A short (typically relatively few words, on one line) description of the
+   * entity.
+   */
+  description?: string;
+
   /**
    * Key/value pairs of identifying information attached to the entity.
    */
diff --git a/packages/catalog-model/src/entity/policies/DefaultNamespaceEntityPolicy.test.ts b/packages/catalog-model/src/entity/policies/DefaultNamespaceEntityPolicy.test.ts
index 68658e5296..68f1cec649 100644
--- a/packages/catalog-model/src/entity/policies/DefaultNamespaceEntityPolicy.test.ts
+++ b/packages/catalog-model/src/entity/policies/DefaultNamespaceEntityPolicy.test.ts
@@ -24,13 +24,13 @@ describe('DefaultNamespaceEntityPolicy', () => {
 
   beforeEach(() => {
     withoutNamespace = yaml.parse(`
-      apiVersion: backstage.io/v1beta1
+      apiVersion: backstage.io/v1alpha1
       kind: Component
       metadata:
         name: my-component-yay
     `);
     withNamespace = yaml.parse(`
-      apiVersion: backstage.io/v1beta1
+      apiVersion: backstage.io/v1alpha1
       kind: Component
       metadata:
         name: my-component-yay
diff --git a/packages/catalog-model/src/entity/policies/FieldFormatEntityPolicy.test.ts b/packages/catalog-model/src/entity/policies/FieldFormatEntityPolicy.test.ts
index 14b44108e5..80cf70fbab 100644
--- a/packages/catalog-model/src/entity/policies/FieldFormatEntityPolicy.test.ts
+++ b/packages/catalog-model/src/entity/policies/FieldFormatEntityPolicy.test.ts
@@ -23,7 +23,7 @@ describe('FieldFormatEntityPolicy', () => {
 
   beforeEach(() => {
     data = yaml.parse(`
-      apiVersion: backstage.io/v1beta1
+      apiVersion: backstage.io/v1alpha1
       kind: Component
       metadata:
         uid: e01199ab-08cc-44c2-8e19-5c29ded82521
diff --git a/packages/catalog-model/src/entity/policies/NoForeignRootFieldsEntityPolicy.test.ts b/packages/catalog-model/src/entity/policies/NoForeignRootFieldsEntityPolicy.test.ts
index 50496682e8..03b0ed2eb5 100644
--- a/packages/catalog-model/src/entity/policies/NoForeignRootFieldsEntityPolicy.test.ts
+++ b/packages/catalog-model/src/entity/policies/NoForeignRootFieldsEntityPolicy.test.ts
@@ -23,7 +23,7 @@ describe('NoForeignRootFieldsEntityPolicy', () => {
 
   beforeEach(() => {
     data = yaml.parse(`
-      apiVersion: backstage.io/v1beta1
+      apiVersion: backstage.io/v1alpha1
       kind: Component
       metadata:
         uid: e01199ab-08cc-44c2-8e19-5c29ded82521
diff --git a/packages/catalog-model/src/entity/policies/ReservedFieldsEntityPolicy.test.ts b/packages/catalog-model/src/entity/policies/ReservedFieldsEntityPolicy.test.ts
index 8db33955a7..04acd58686 100644
--- a/packages/catalog-model/src/entity/policies/ReservedFieldsEntityPolicy.test.ts
+++ b/packages/catalog-model/src/entity/policies/ReservedFieldsEntityPolicy.test.ts
@@ -23,7 +23,7 @@ describe('ReservedFieldsEntityPolicy', () => {
 
   beforeEach(() => {
     data = yaml.parse(`
-      apiVersion: backstage.io/v1beta1
+      apiVersion: backstage.io/v1alpha1
       kind: Component
       metadata:
         uid: e01199ab-08cc-44c2-8e19-5c29ded82521
@@ -61,4 +61,9 @@ describe('ReservedFieldsEntityPolicy', () => {
       /annotation.*apiVersion/i,
     );
   });
+
+  it('rejects core fields mistakenly placed in metadata', async () => {
+    data.metadata.owner = 'emma';
+    await expect(policy.enforce(data)).rejects.toThrow(/owner/i);
+  });
 });
diff --git a/packages/catalog-model/src/entity/policies/ReservedFieldsEntityPolicy.ts b/packages/catalog-model/src/entity/policies/ReservedFieldsEntityPolicy.ts
index 57029ffa24..bbe374e811 100644
--- a/packages/catalog-model/src/entity/policies/ReservedFieldsEntityPolicy.ts
+++ b/packages/catalog-model/src/entity/policies/ReservedFieldsEntityPolicy.ts
@@ -17,17 +17,23 @@
 import { EntityPolicy } from '../../types';
 import { Entity } from '../Entity';
 
-const DEFAULT_RESERVED_ENTITY_FIELDS = [
+const DEFAULT_RESERVED_ENTITY_FIELDS: string[] = [
   'apiVersion',
   'kind',
-  'uid',
-  'etag',
-  'generation',
-  'name',
-  'namespace',
-  'labels',
-  'annotations',
   'spec',
+  'metadata.uid',
+  'metadata.etag',
+  'metadata.generation',
+  'metadata.name',
+  'metadata.namespace',
+  'metadata.description',
+  'metadata.labels',
+  'metadata.annotations',
+  // The below items are known to appear in core kinds, and therefore should
+  // not be appearing in metadata (which would indicate that the user made a
+  // mistake in where to place them).
+  'spec.lifecycle',
+  'spec.owner',
 ];
 
 /**
@@ -44,20 +50,32 @@ export class ReservedFieldsEntityPolicy implements EntityPolicy {
   }
 
   async enforce(entity: Entity): Promise<Entity> {
-    for (const field of this.reservedFields) {
-      if (entity.spec?.hasOwnProperty(field)) {
+    for (const path of this.reservedFields) {
+      const [where, name] = path.includes('.')
+        ? path.split('.')
+        : [undefined, path];
+
+      if (where !== 'metadata' && entity.metadata.hasOwnProperty(name)) {
         throw new Error(
-          `The spec may not contain the field ${field}, because it has reserved meaning`,
+          `The metadata may not contain the field ${name}, because it has reserved meaning`,
         );
       }
-      if (entity.metadata.labels?.hasOwnProperty(field)) {
+      if (where !== 'spec' && entity.spec?.hasOwnProperty(name)) {
         throw new Error(
-          `A label may not have the field ${field}, because it has reserved meaning`,
+          `The spec may not contain the field ${name}, because it has reserved meaning`,
         );
       }
-      if (entity.metadata.annotations?.hasOwnProperty(field)) {
+      if (where !== 'labels' && entity.metadata.labels?.hasOwnProperty(name)) {
         throw new Error(
-          `An annotation may not have the field ${field}, because it has reserved meaning`,
+          `A label may not have the field ${name}, because it has reserved meaning`,
+        );
+      }
+      if (
+        where !== 'annotations' &&
+        entity.metadata.annotations?.hasOwnProperty(name)
+      ) {
+        throw new Error(
+          `An annotation may not have the field ${name}, because it has reserved meaning`,
         );
       }
     }
diff --git a/packages/catalog-model/src/entity/policies/SchemaValidEntityPolicy.test.ts b/packages/catalog-model/src/entity/policies/SchemaValidEntityPolicy.test.ts
index c53fbf3e46..2113772af4 100644
--- a/packages/catalog-model/src/entity/policies/SchemaValidEntityPolicy.test.ts
+++ b/packages/catalog-model/src/entity/policies/SchemaValidEntityPolicy.test.ts
@@ -24,7 +24,7 @@ describe('SchemaValidEntityPolicy', () => {
 
   beforeEach(() => {
     data = yaml.parse(`
-      apiVersion: backstage.io/v1beta1
+      apiVersion: backstage.io/v1alpha1
       kind: Component
       metadata:
         uid: e01199ab-08cc-44c2-8e19-5c29ded82521
@@ -100,6 +100,11 @@ describe('SchemaValidEntityPolicy', () => {
     await expect(policy.enforce(data)).rejects.toThrow(/uid/);
   });
 
+  it('rejects empty uid', async () => {
+    data.metadata.uid = '';
+    await expect(policy.enforce(data)).rejects.toThrow(/uid/);
+  });
+
   it('accepts missing etag', async () => {
     delete data.metadata.etag;
     await expect(policy.enforce(data)).resolves.toBe(data);
@@ -110,6 +115,11 @@ describe('SchemaValidEntityPolicy', () => {
     await expect(policy.enforce(data)).rejects.toThrow(/etag/);
   });
 
+  it('rejects empty etag', async () => {
+    data.metadata.etag = '';
+    await expect(policy.enforce(data)).rejects.toThrow(/etag/);
+  });
+
   it('accepts missing generation', async () => {
     delete data.metadata.generation;
     await expect(policy.enforce(data)).resolves.toBe(data);
@@ -120,6 +130,16 @@ describe('SchemaValidEntityPolicy', () => {
     await expect(policy.enforce(data)).rejects.toThrow(/generation/);
   });
 
+  it('rejects zero generation', async () => {
+    data.metadata.generation = 0;
+    await expect(policy.enforce(data)).rejects.toThrow(/generation/);
+  });
+
+  it('rejects non-integer generation', async () => {
+    data.metadata.generation = 1.5;
+    await expect(policy.enforce(data)).rejects.toThrow(/generation/);
+  });
+
   it('rejects missing name', async () => {
     delete data.metadata.name;
     await expect(policy.enforce(data)).rejects.toThrow(/name/);
@@ -140,6 +160,16 @@ describe('SchemaValidEntityPolicy', () => {
     await expect(policy.enforce(data)).rejects.toThrow(/namespace/);
   });
 
+  it('accepts missing description', async () => {
+    delete data.metadata.description;
+    await expect(policy.enforce(data)).resolves.toBe(data);
+  });
+
+  it('rejects bad description type', async () => {
+    data.metadata.description = 7;
+    await expect(policy.enforce(data)).rejects.toThrow(/description/);
+  });
+
   it('accepts missing labels', async () => {
     delete data.metadata.labels;
     await expect(policy.enforce(data)).resolves.toBe(data);
diff --git a/packages/catalog-model/src/entity/policies/SchemaValidEntityPolicy.ts b/packages/catalog-model/src/entity/policies/SchemaValidEntityPolicy.ts
index d367022ff1..e901e82d8b 100644
--- a/packages/catalog-model/src/entity/policies/SchemaValidEntityPolicy.ts
+++ b/packages/catalog-model/src/entity/policies/SchemaValidEntityPolicy.ts
@@ -23,32 +23,12 @@ const DEFAULT_ENTITY_SCHEMA = yup.object({
   kind: yup.string().required(),
   metadata: yup
     .object({
-      uid: yup
-        .string()
-        .notRequired()
-        .test(
-          'metadata.uid',
-          'The uid must not be empty',
-          value => value === undefined || value.length > 0,
-        ),
-      etag: yup
-        .string()
-        .notRequired()
-        .test(
-          'metadata.etag',
-          'The etag must not be empty',
-          value => value === undefined || value.length > 0,
-        ),
-      generation: yup
-        .number()
-        .notRequired()
-        .test(
-          'metadata.generation',
-          'The generation must be an integer greater than zero',
-          value => value === undefined || (value === (value | 0) && value > 0),
-        ),
+      uid: yup.string().notRequired().min(1),
+      etag: yup.string().notRequired().min(1),
+      generation: yup.number().notRequired().integer().min(1),
       name: yup.string().required(),
       namespace: yup.string().notRequired(),
+      description: yup.string().notRequired(),
       labels: yup.object<Record<string, string>>().notRequired(),
       annotations: yup.object<Record<string, string>>().notRequired(),
     })
diff --git a/packages/catalog-model/src/kinds/ComponentEntityV1alpha1.test.ts b/packages/catalog-model/src/kinds/ComponentEntityV1alpha1.test.ts
new file mode 100644
index 0000000000..a60bb2606b
--- /dev/null
+++ b/packages/catalog-model/src/kinds/ComponentEntityV1alpha1.test.ts
@@ -0,0 +1,106 @@
+/*
+ * Copyright 2020 Spotify AB
+ *
+ * Licensed under the Apache License, Version 2.0 (the "License");
+ * you may not use this file except in compliance with the License.
+ * You may obtain a copy of the License at
+ *
+ *     http://www.apache.org/licenses/LICENSE-2.0
+ *
+ * Unless required by applicable law or agreed to in writing, software
+ * distributed under the License is distributed on an "AS IS" BASIS,
+ * WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied.
+ * See the License for the specific language governing permissions and
+ * limitations under the License.
+ */
+
+import { EntityPolicy } from '../types';
+import {
+  ComponentEntityV1alpha1,
+  ComponentEntityV1alpha1Policy,
+} from './ComponentEntityV1alpha1';
+
+describe('ComponentV1alpha1Policy', () => {
+  let entity: ComponentEntityV1alpha1;
+  let policy: EntityPolicy;
+
+  beforeEach(() => {
+    entity = {
+      apiVersion: 'backstage.io/v1alpha1',
+      kind: 'Component',
+      metadata: {
+        name: 'test',
+      },
+      spec: {
+        type: 'service',
+        lifecycle: 'production',
+        owner: 'me',
+      },
+    };
+    policy = new ComponentEntityV1alpha1Policy();
+  });
+
+  it('happy path: accepts valid data', async () => {
+    await expect(policy.enforce(entity)).resolves.toBe(entity);
+  });
+
+  it('silently accepts v1beta1 as well', async () => {
+    (entity as any).apiVersion = 'backstage.io/v1beta1';
+    await expect(policy.enforce(entity)).resolves.toBe(entity);
+  });
+
+  it('rejects unknown apiVersion', async () => {
+    (entity as any).apiVersion = 'backstage.io/v1beta0';
+    await expect(policy.enforce(entity)).rejects.toThrow(/apiVersion/);
+  });
+
+  it('rejects unknown kind', async () => {
+    (entity as any).kind = 'Wizard';
+    await expect(policy.enforce(entity)).rejects.toThrow(/kind/);
+  });
+
+  it('rejects missing type', async () => {
+    delete (entity as any).spec.type;
+    await expect(policy.enforce(entity)).rejects.toThrow(/type/);
+  });
+
+  it('rejects wrong type', async () => {
+    (entity as any).spec.type = 7;
+    await expect(policy.enforce(entity)).rejects.toThrow(/type/);
+  });
+
+  it('rejects empty type', async () => {
+    (entity as any).spec.type = '';
+    await expect(policy.enforce(entity)).rejects.toThrow(/type/);
+  });
+
+  it('rejects missing lifecycle', async () => {
+    delete (entity as any).spec.lifecycle;
+    await expect(policy.enforce(entity)).rejects.toThrow(/lifecycle/);
+  });
+
+  it('rejects wrong lifecycle', async () => {
+    (entity as any).spec.lifecycle = 7;
+    await expect(policy.enforce(entity)).rejects.toThrow(/lifecycle/);
+  });
+
+  it('rejects empty lifecycle', async () => {
+    (entity as any).spec.lifecycle = '';
+    await expect(policy.enforce(entity)).rejects.toThrow(/lifecycle/);
+  });
+
+  it('rejects missing owner', async () => {
+    delete (entity as any).spec.owner;
+    await expect(policy.enforce(entity)).rejects.toThrow(/owner/);
+  });
+
+  it('rejects wrong owner', async () => {
+    (entity as any).spec.owner = 7;
+    await expect(policy.enforce(entity)).rejects.toThrow(/owner/);
+  });
+
+  it('rejects empty owner', async () => {
+    (entity as any).spec.owner = '';
+    await expect(policy.enforce(entity)).rejects.toThrow(/owner/);
+  });
+});
diff --git a/packages/catalog-model/src/kinds/ComponentEntityV1beta1.ts b/packages/catalog-model/src/kinds/ComponentEntityV1alpha1.ts
similarity index 61%
rename from packages/catalog-model/src/kinds/ComponentEntityV1beta1.ts
rename to packages/catalog-model/src/kinds/ComponentEntityV1alpha1.ts
index 2f5e8e079c..68cf0c61bb 100644
--- a/packages/catalog-model/src/kinds/ComponentEntityV1beta1.ts
+++ b/packages/catalog-model/src/kinds/ComponentEntityV1alpha1.ts
@@ -18,35 +18,37 @@ import * as yup from 'yup';
 import type { Entity } from '../entity/Entity';
 import type { EntityPolicy } from '../types';
 
-const API_VERSION = 'backstage.io/v1beta1';
-const KIND = 'Component';
+const API_VERSION = ['backstage.io/v1alpha1', 'backstage.io/v1beta1'] as const;
+const KIND = 'Component' as const;
 
-export interface ComponentEntityV1beta1 extends Entity {
-  apiVersion: typeof API_VERSION;
+export interface ComponentEntityV1alpha1 extends Entity {
+  apiVersion: typeof API_VERSION[number];
   kind: typeof KIND;
   spec: {
     type: string;
+    lifecycle: string;
+    owner: string;
   };
 }
 
-export class ComponentEntityV1beta1Policy implements EntityPolicy {
+export class ComponentEntityV1alpha1Policy implements EntityPolicy {
   private schema: yup.Schema<any>;
 
   constructor() {
-    this.schema = yup.object<Partial<ComponentEntityV1beta1>>({
+    this.schema = yup.object<Partial<ComponentEntityV1alpha1>>({
+      apiVersion: yup.string().required().oneOf(API_VERSION),
+      kind: yup.string().required().equals([KIND]),
       spec: yup
         .object({
-          type: yup.string().required(),
+          type: yup.string().required().min(1),
+          lifecycle: yup.string().required().min(1),
+          owner: yup.string().required().min(1),
         })
         .required(),
     });
   }
 
   async enforce(envelope: Entity): Promise<Entity> {
-    if (envelope.apiVersion !== API_VERSION || envelope.kind !== KIND) {
-      throw new Error('Unsupported apiVersion / kind');
-    }
-
     return await this.schema.validate(envelope, { strict: true });
   }
 }
diff --git a/packages/catalog-model/src/kinds/LocationEntityV1alpha1.test.ts b/packages/catalog-model/src/kinds/LocationEntityV1alpha1.test.ts
new file mode 100644
index 0000000000..62837ed500
--- /dev/null
+++ b/packages/catalog-model/src/kinds/LocationEntityV1alpha1.test.ts
@@ -0,0 +1,103 @@
+/*
+ * Copyright 2020 Spotify AB
+ *
+ * Licensed under the Apache License, Version 2.0 (the "License");
+ * you may not use this file except in compliance with the License.
+ * You may obtain a copy of the License at
+ *
+ *     http://www.apache.org/licenses/LICENSE-2.0
+ *
+ * Unless required by applicable law or agreed to in writing, software
+ * distributed under the License is distributed on an "AS IS" BASIS,
+ * WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied.
+ * See the License for the specific language governing permissions and
+ * limitations under the License.
+ */
+
+import { EntityPolicy } from '../types';
+import {
+  LocationEntityV1alpha1,
+  LocationEntityV1alpha1Policy,
+} from './LocationEntityV1alpha1';
+
+describe('LocationV1alpha1Policy', () => {
+  let entity: LocationEntityV1alpha1;
+  let policy: EntityPolicy;
+
+  beforeEach(() => {
+    entity = {
+      apiVersion: 'backstage.io/v1alpha1',
+      kind: 'Location',
+      metadata: {
+        name: 'test',
+      },
+      spec: {
+        type: 'github',
+      },
+    };
+    policy = new LocationEntityV1alpha1Policy();
+  });
+
+  it('happy path: accepts valid data', async () => {
+    await expect(policy.enforce(entity)).resolves.toBe(entity);
+  });
+
+  it('silently accepts v1beta1 as well', async () => {
+    (entity as any).apiVersion = 'backstage.io/v1beta1';
+    await expect(policy.enforce(entity)).resolves.toBe(entity);
+  });
+
+  it('rejects unknown apiVersion', async () => {
+    (entity as any).apiVersion = 'backstage.io/v1beta0';
+    await expect(policy.enforce(entity)).rejects.toThrow(/apiVersion/);
+  });
+
+  it('rejects unknown kind', async () => {
+    (entity as any).kind = 'Wizard';
+    await expect(policy.enforce(entity)).rejects.toThrow(/kind/);
+  });
+
+  it('rejects missing type', async () => {
+    delete (entity as any).spec.type;
+    await expect(policy.enforce(entity)).rejects.toThrow(/type/);
+  });
+
+  it('rejects wrong type', async () => {
+    (entity as any).spec.type = 7;
+    await expect(policy.enforce(entity)).rejects.toThrow(/type/);
+  });
+
+  it('rejects empty type', async () => {
+    (entity as any).spec.type = '';
+    await expect(policy.enforce(entity)).rejects.toThrow(/type/);
+  });
+
+  it('accepts good target', async () => {
+    (entity as any).spec.target =
+      'https://github.com/spotify/backstage/blob/master/plugins/catalog-backend/examples/artist-lookup-component.yaml';
+    await expect(policy.enforce(entity)).resolves.toBe(entity);
+  });
+
+  it('rejects wrong target', async () => {
+    (entity as any).spec.target = 7;
+    await expect(policy.enforce(entity)).rejects.toThrow(/target/);
+  });
+
+  it('rejects empty target', async () => {
+    (entity as any).spec.target = '';
+    await expect(policy.enforce(entity)).rejects.toThrow(/target/);
+  });
+
+  it('accepts good targets', async () => {
+    (entity as any).spec.targets = [
+      'https://github.com/spotify/backstage/blob/master/plugins/catalog-backend/examples/artist-lookup-component.yaml',
+      'https://github.com/spotify/backstage/blob/master/plugins/catalog-backend/examples/playback-order-component.yaml',
+    ];
+    await expect(policy.enforce(entity)).resolves.toBe(entity);
+  });
+
+  it('rejects wrong targets', async () => {
+    (entity as any).spec.targets = 7;
+    await expect(policy.enforce(entity)).rejects.toThrow(/targets/);
+  });
+});
diff --git a/packages/catalog-model/src/kinds/LocationEntityV1beta1.ts b/packages/catalog-model/src/kinds/LocationEntityV1alpha1.ts
similarity index 67%
rename from packages/catalog-model/src/kinds/LocationEntityV1beta1.ts
rename to packages/catalog-model/src/kinds/LocationEntityV1alpha1.ts
index e68bb00aa0..a69a3a574a 100644
--- a/packages/catalog-model/src/kinds/LocationEntityV1beta1.ts
+++ b/packages/catalog-model/src/kinds/LocationEntityV1alpha1.ts
@@ -18,11 +18,11 @@ import * as yup from 'yup';
 import type { Entity } from '../entity/Entity';
 import type { EntityPolicy } from '../types';
 
-const API_VERSION = 'backstage.io/v1beta1';
-const KIND = 'Location';
+const API_VERSION = ['backstage.io/v1alpha1', 'backstage.io/v1beta1'] as const;
+const KIND = 'Location' as const;
 
-export interface LocationEntityV1beta1 extends Entity {
-  apiVersion: typeof API_VERSION;
+export interface LocationEntityV1alpha1 extends Entity {
+  apiVersion: typeof API_VERSION[number];
   kind: typeof KIND;
   spec: {
     type: string;
@@ -31,15 +31,17 @@ export interface LocationEntityV1beta1 extends Entity {
   };
 }
 
-export class LocationEntityV1beta1Policy implements EntityPolicy {
+export class LocationEntityV1alpha1Policy implements EntityPolicy {
   private schema: yup.Schema<any>;
 
   constructor() {
-    this.schema = yup.object<Partial<LocationEntityV1beta1>>({
+    this.schema = yup.object<Partial<LocationEntityV1alpha1>>({
+      apiVersion: yup.string().required().oneOf(API_VERSION),
+      kind: yup.string().required().equals([KIND]),
       spec: yup
         .object({
-          type: yup.string().required(),
-          target: yup.string().notRequired(),
+          type: yup.string().required().min(1),
+          target: yup.string().notRequired().min(1),
           targets: yup.array(yup.string()).notRequired(),
         })
         .required(),
@@ -47,10 +49,6 @@ export class LocationEntityV1beta1Policy implements EntityPolicy {
   }
 
   async enforce(envelope: Entity): Promise<Entity> {
-    if (envelope.apiVersion !== API_VERSION || envelope.kind !== KIND) {
-      throw new Error('Unsupported apiVersion / kind');
-    }
-
     return await this.schema.validate(envelope, { strict: true });
   }
 }
diff --git a/packages/catalog-model/src/kinds/index.ts b/packages/catalog-model/src/kinds/index.ts
index 2d2a0744c5..85e22f7029 100644
--- a/packages/catalog-model/src/kinds/index.ts
+++ b/packages/catalog-model/src/kinds/index.ts
@@ -14,13 +14,13 @@
  * limitations under the License.
  */
 
-export { ComponentEntityV1beta1Policy } from './ComponentEntityV1beta1';
+export { ComponentEntityV1alpha1Policy } from './ComponentEntityV1alpha1';
 export type {
-  ComponentEntityV1beta1 as ComponentEntity,
-  ComponentEntityV1beta1,
-} from './ComponentEntityV1beta1';
-export { LocationEntityV1beta1Policy } from './LocationEntityV1beta1';
+  ComponentEntityV1alpha1 as ComponentEntity,
+  ComponentEntityV1alpha1,
+} from './ComponentEntityV1alpha1';
+export { LocationEntityV1alpha1Policy } from './LocationEntityV1alpha1';
 export type {
-  LocationEntityV1beta1 as LocationEntity,
-  LocationEntityV1beta1,
-} from './LocationEntityV1beta1';
+  LocationEntityV1alpha1 as LocationEntity,
+  LocationEntityV1alpha1,
+} from './LocationEntityV1alpha1';
diff --git a/plugins/catalog-backend/examples/artist-lookup-component.yaml b/plugins/catalog-backend/examples/artist-lookup-component.yaml
index 5fbb073c1a..bb7d8d5767 100644
--- a/plugins/catalog-backend/examples/artist-lookup-component.yaml
+++ b/plugins/catalog-backend/examples/artist-lookup-component.yaml
@@ -1,4 +1,4 @@
-apiVersion: backstage.io/v1beta1
+apiVersion: backstage.io/v1alpha1
 kind: Component
 metadata:
   name: artist-lookup
diff --git a/plugins/catalog-backend/examples/playback-order-component.yaml b/plugins/catalog-backend/examples/playback-order-component.yaml
index 4ee959f48f..fa9f68e77a 100644
--- a/plugins/catalog-backend/examples/playback-order-component.yaml
+++ b/plugins/catalog-backend/examples/playback-order-component.yaml
@@ -1,4 +1,4 @@
-apiVersion: backstage.io/v1beta1
+apiVersion: backstage.io/v1alpha1
 kind: Component
 metadata:
   name: playback-order
diff --git a/plugins/catalog-backend/examples/podcast-api-component.yaml b/plugins/catalog-backend/examples/podcast-api-component.yaml
index c2c7ee34dd..2a27a0a2c5 100644
--- a/plugins/catalog-backend/examples/podcast-api-component.yaml
+++ b/plugins/catalog-backend/examples/podcast-api-component.yaml
@@ -1,4 +1,4 @@
-apiVersion: backstage.io/v1beta1
+apiVersion: backstage.io/v1alpha1
 kind: Component
 metadata:
   name: podcast-api
diff --git a/plugins/catalog-backend/examples/queue-proxy-component.yaml b/plugins/catalog-backend/examples/queue-proxy-component.yaml
index 8298b19f93..a9f41b8776 100644
--- a/plugins/catalog-backend/examples/queue-proxy-component.yaml
+++ b/plugins/catalog-backend/examples/queue-proxy-component.yaml
@@ -1,4 +1,4 @@
-apiVersion: backstage.io/v1beta1
+apiVersion: backstage.io/v1alpha1
 kind: Component
 metadata:
   name: queue-proxy
diff --git a/plugins/catalog-backend/examples/searcher-component.yaml b/plugins/catalog-backend/examples/searcher-component.yaml
index ecfd92f470..d82f6e42c7 100644
--- a/plugins/catalog-backend/examples/searcher-component.yaml
+++ b/plugins/catalog-backend/examples/searcher-component.yaml
@@ -1,4 +1,4 @@
-apiVersion: backstage.io/v1beta1
+apiVersion: backstage.io/v1alpha1
 kind: Component
 metadata:
   name: searcher
diff --git a/plugins/catalog-backend/examples/shuffle-api-component.yaml b/plugins/catalog-backend/examples/shuffle-api-component.yaml
index d45a06e030..ed0517835c 100644
--- a/plugins/catalog-backend/examples/shuffle-api-component.yaml
+++ b/plugins/catalog-backend/examples/shuffle-api-component.yaml
@@ -1,4 +1,4 @@
-apiVersion: backstage.io/v1beta1
+apiVersion: backstage.io/v1alpha1
 kind: Component
 metadata:
   name: shuffle-api
diff --git a/plugins/catalog-backend/src/catalog/DatabaseEntitiesCatalog.ts b/plugins/catalog-backend/src/catalog/DatabaseEntitiesCatalog.ts
index 6ab660a587..7c4b964b1b 100644
--- a/plugins/catalog-backend/src/catalog/DatabaseEntitiesCatalog.ts
+++ b/plugins/catalog-backend/src/catalog/DatabaseEntitiesCatalog.ts
@@ -14,10 +14,9 @@
  * limitations under the License.
  */
 
-import type { Entity } from '@backstage/catalog-model';
-import { LOCATION_ANNOTATION } from '@backstage/catalog-model';
 import { NotFoundError } from '@backstage/backend-common';
-
+import { LOCATION_ANNOTATION } from '@backstage/catalog-model';
+import type { Entity } from '@backstage/catalog-model';
 import type { Database, DbEntityResponse, EntityFilters } from '../database';
 import type { EntitiesCatalog } from './types';
 
diff --git a/plugins/catalog-backend/src/ingestion/HigherOrderOperations.test.ts b/plugins/catalog-backend/src/ingestion/HigherOrderOperations.test.ts
index b4dd151e72..de68a16e9c 100644
--- a/plugins/catalog-backend/src/ingestion/HigherOrderOperations.test.ts
+++ b/plugins/catalog-backend/src/ingestion/HigherOrderOperations.test.ts
@@ -173,7 +173,7 @@ describe('HigherOrderOperations', () => {
         target: 'thing',
       };
       const desc: Entity = {
-        apiVersion: 'backstage.io/v1beta1',
+        apiVersion: 'backstage.io/v1alpha1',
         kind: 'Component',
         metadata: { name: 'c1' },
         spec: { type: 'service' },
@@ -228,7 +228,7 @@ describe('HigherOrderOperations', () => {
         target: 'thing',
       };
       const desc: Entity = {
-        apiVersion: 'backstage.io/v1beta1',
+        apiVersion: 'backstage.io/v1alpha1',
         kind: 'Component',
         metadata: { name: 'c1' },
         spec: { type: 'service' },
diff --git a/plugins/catalog/src/components/CatalogPage/CatalogPage.test.tsx b/plugins/catalog/src/components/CatalogPage/CatalogPage.test.tsx
index d30361d0e7..7601031699 100644
--- a/plugins/catalog/src/components/CatalogPage/CatalogPage.test.tsx
+++ b/plugins/catalog/src/components/CatalogPage/CatalogPage.test.tsx
@@ -38,7 +38,7 @@ describe('CatalogPage', () => {
           metadata: {
             name: 'Entity1',
           },
-          apiVersion: 'backstage.io/v1beta1',
+          apiVersion: 'backstage.io/v1alpha1',
           kind: 'Component',
         },
       ] as Entity[]),
diff --git a/plugins/catalog/src/components/CatalogTable/CatalogTable.test.tsx b/plugins/catalog/src/components/CatalogTable/CatalogTable.test.tsx
index c04e4c95a8..b50da60a50 100644
--- a/plugins/catalog/src/components/CatalogTable/CatalogTable.test.tsx
+++ b/plugins/catalog/src/components/CatalogTable/CatalogTable.test.tsx
@@ -22,17 +22,17 @@ import { CatalogTable } from './CatalogTable';
 
 const entites: Entity[] = [
   {
-    apiVersion: 'backstage.io/v1beta1',
+    apiVersion: 'backstage.io/v1alpha1',
     kind: 'Component',
     metadata: { name: 'component1' },
   },
   {
-    apiVersion: 'backstage.io/v1beta1',
+    apiVersion: 'backstage.io/v1alpha1',
     kind: 'Component',
     metadata: { name: 'component2' },
   },
   {
-    apiVersion: 'backstage.io/v1beta1',
+    apiVersion: 'backstage.io/v1alpha1',
     kind: 'Component',
     metadata: { name: 'component3' },
   },
diff --git a/plugins/catalog/src/components/EntityMetadataCard/EntityMetadataCard.test.tsx b/plugins/catalog/src/components/EntityMetadataCard/EntityMetadataCard.test.tsx
index e0027431ff..4bb64f221d 100644
--- a/plugins/catalog/src/components/EntityMetadataCard/EntityMetadataCard.test.tsx
+++ b/plugins/catalog/src/components/EntityMetadataCard/EntityMetadataCard.test.tsx
@@ -22,7 +22,7 @@ import { EntityMetadataCard } from './EntityMetadataCard';
 describe('EntityMetadataCard component', () => {
   it('should display entity name if provided', async () => {
     const testEntity: Entity = {
-      apiVersion: 'backstage.io/v1beta1',
+      apiVersion: 'backstage.io/v1alpha1',
       kind: 'Component',
       metadata: { name: 'test' },
     };