diff --git a/packages/app/package.json b/packages/app/package.json
index 9c43f03f49..68fed34421 100644
--- a/packages/app/package.json
+++ b/packages/app/package.json
@@ -70,6 +70,7 @@
     "@roadiehq/backstage-plugin-github-insights": "^2.0.0",
     "@roadiehq/backstage-plugin-github-pull-requests": "^2.0.0",
     "@roadiehq/backstage-plugin-travis-ci": "^2.0.0",
+    "@internal/plugin-catalog-customized": "1.2.1-next.1",
     "history": "^5.0.0",
     "prop-types": "^15.7.2",
     "react": "^17.0.2",
diff --git a/packages/app/src/App.tsx b/packages/app/src/App.tsx
index 35c61f2f16..dc004ef2fd 100644
--- a/packages/app/src/App.tsx
+++ b/packages/app/src/App.tsx
@@ -40,6 +40,10 @@ import {
   CatalogIndexPage,
   catalogPlugin,
 } from '@backstage/plugin-catalog';
+
+/* Uncomment this import to enable a customized version of a catalog */
+// import '@internal/plugin-catalog-customized';
+
 import { CatalogGraphPage } from '@backstage/plugin-catalog-graph';
 import {
   CatalogImportPage,
diff --git a/packages/core-plugin-api/src/plugin-options/usePluginOptions.tsx b/packages/core-plugin-api/src/plugin-options/usePluginOptions.tsx
index 629d0d290c..1e667e09ea 100644
--- a/packages/core-plugin-api/src/plugin-options/usePluginOptions.tsx
+++ b/packages/core-plugin-api/src/plugin-options/usePluginOptions.tsx
@@ -19,7 +19,7 @@ import {
   createVersionedValueMap,
   useVersionedContext,
 } from '@backstage/version-bridge';
-import { AnyPluginOptions } from '../plugin';
+import { PluginOptions } from '../plugin';
 import React, { ReactNode } from 'react';
 
 const contextKey: string = 'plugin-options-context';
@@ -31,7 +31,7 @@ const contextKey: string = 'plugin-options-context';
  */
 export interface PluginOptionsProviderProps {
   children: ReactNode;
-  pluginOptions?: AnyPluginOptions;
+  pluginOptions?: PluginOptions;
 }
 
 export const PluginOptionsProvider = ({
@@ -39,9 +39,7 @@ export const PluginOptionsProvider = ({
   pluginOptions,
 }: PluginOptionsProviderProps): JSX.Element => {
   const value = { pluginOptions };
-  const { Provider } = createVersionedContext<{ 1: AnyPluginOptions }>(
-    contextKey,
-  );
+  const { Provider } = createVersionedContext<{ 1: PluginOptions }>(contextKey);
   return (
     <Provider value={createVersionedValueMap({ 1: value })}>
       {children}
@@ -56,7 +54,7 @@ export const PluginOptionsProvider = ({
  * @public
  */
 export function usePluginOptions<
-  TPluginOptions extends AnyPluginOptions = AnyPluginOptions,
+  TPluginOptions extends PluginOptions = PluginOptions,
 >(): TPluginOptions {
   const versionedHolder = useVersionedContext<{ 1: TPluginOptions }>(
     contextKey,
@@ -71,5 +69,5 @@ export function usePluginOptions<
     throw new Error('Plugin Options v1 is not available');
   }
 
-  return value.pluginOptions;
+  return value.pluginOptions as TPluginOptions;
 }
diff --git a/packages/core-plugin-api/src/plugin/index.ts b/packages/core-plugin-api/src/plugin/index.ts
index 6826ba37c6..e433e5cc86 100644
--- a/packages/core-plugin-api/src/plugin/index.ts
+++ b/packages/core-plugin-api/src/plugin/index.ts
@@ -15,6 +15,7 @@
  */
 
 export { createPlugin } from './Plugin';
+
 export type {
   AnyExternalRoutes,
   PluginOptions,
diff --git a/plugins/catalog-customized/.eslintrc.js b/plugins/catalog-customized/.eslintrc.js
new file mode 100644
index 0000000000..e2a53a6ad2
--- /dev/null
+++ b/plugins/catalog-customized/.eslintrc.js
@@ -0,0 +1 @@
+module.exports = require('@backstage/cli/config/eslint-factory')(__dirname);
diff --git a/plugins/catalog-customized/README.md b/plugins/catalog-customized/README.md
new file mode 100644
index 0000000000..129d70ad58
--- /dev/null
+++ b/plugins/catalog-customized/README.md
@@ -0,0 +1,57 @@
+# Backstage Catalog Frontend
+
+This is the React frontend to customize Backstage [software
+catalog](http://backstage.io/docs/features/software-catalog/software-catalog-overview).
+This package supplies the example how it can be achieved.
+
+## Installation
+
+This `@internal/plugin-catalog-customized` package comes installed by default in example application of
+Backstage application.
+
+To check if you already have the package, look under
+`packages/app/package.json`, in the `dependencies` block, for
+`@internal/plugin-catalog-customized`. The instructions below walk through restoring the
+plugin, if you previously removed it.
+
+### Install the package
+
+```bash
+# From your Backstage root directory
+yarn add --cwd packages/app @internal/plugin-catalog-customized
+```
+
+### Add the plugin to your `packages/app`
+
+Add the import to a file where is your plugin catalog is defined:
+
+```diff
+// packages/app/src/App.tsx
+
+import from '@internal/plugin-catalog-customized';
+
+...
+
+import {
+  CatalogIndexPage,
+  CatalogEntityPage,
+} from '@backstage/plugin-catalog';
+
+...
+```
+
+## Development
+
+This frontend plugin can be started in a standalone mode from directly in this
+package with `yarn start`. However, it will have limited functionality and that
+process is most convenient when developing the catalog frontend plugin itself.
+
+To evaluate the catalog and have a greater amount of functionality available,
+run the entire Backstage example application from the root folder:
+
+```bash
+yarn dev
+```
+
+This will launch both frontend and backend in the same window, populated with
+some example entities.
diff --git a/plugins/catalog-customized/package.json b/plugins/catalog-customized/package.json
new file mode 100644
index 0000000000..4ffc82c2b0
--- /dev/null
+++ b/plugins/catalog-customized/package.json
@@ -0,0 +1,47 @@
+{
+  "name": "@internal/plugin-catalog-customized",
+  "description": "The internal Backstage Customizable plugin for browsing the Backstage catalog",
+  "version": "1.2.1-next.1",
+  "main": "src/index.ts",
+  "types": "src/index.ts",
+  "license": "Apache-2.0",
+  "private": false,
+  "publishConfig": {
+    "access": "public",
+    "main": "dist/index.esm.js",
+    "types": "dist/index.d.ts"
+  },
+  "backstage": {
+    "role": "frontend-plugin"
+  },
+  "homepage": "https://backstage.io",
+  "repository": {
+    "type": "git",
+    "url": "https://github.com/backstage/backstage",
+    "directory": "plugins/catalog-customized"
+  },
+  "keywords": [
+    "backstage"
+  ],
+  "scripts": {
+    "build": "backstage-cli package build",
+    "start": "backstage-cli package start",
+    "lint": "backstage-cli package lint",
+    "test": "backstage-cli package test",
+    "diff": "backstage-cli plugin:diff",
+    "prepack": "backstage-cli package prepack",
+    "postpack": "backstage-cli package postpack",
+    "clean": "backstage-cli package clean"
+  },
+  "dependencies": {
+    "@backstage/plugin-catalog": "^1.3.1-next.0",
+    "@backstage/plugin-catalog-react": "^1.1.2-next.0"
+  },
+  "peerDependencies": {
+    "@types/react": "^16.13.1 || ^17.0.0",
+    "react": "^16.13.1 || ^17.0.0"
+  },
+  "files": [
+    "dist"
+  ]
+}
diff --git a/plugins/catalog-customized/src/components.tsx b/plugins/catalog-customized/src/components.tsx
new file mode 100644
index 0000000000..9c9bd2e187
--- /dev/null
+++ b/plugins/catalog-customized/src/components.tsx
@@ -0,0 +1,33 @@
+/*
+ * Copyright 2020 The Backstage Authors
+ *
+ * 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 React from 'react';
+import {
+  EntityTypePickerProps,
+  UserListPickerProps,
+} from '@backstage/plugin-catalog-react';
+
+export const EntityOwnerPicker = () => {
+  return <div>Customized entity owner picker</div>;
+};
+
+export const EntityTypePicker = (_: EntityTypePickerProps) => {
+  return <div>Customized entity type picker</div>;
+};
+
+export const UserListPicker = (_: UserListPickerProps) => {
+  return <div>Customized user lis picker</div>;
+};
diff --git a/plugins/catalog-customized/src/index.ts b/plugins/catalog-customized/src/index.ts
new file mode 100644
index 0000000000..0ad4c9ff68
--- /dev/null
+++ b/plugins/catalog-customized/src/index.ts
@@ -0,0 +1,17 @@
+/*
+ * Copyright 2020 The Backstage Authors
+ *
+ * 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.
+ */
+
+export { customizedCatalog } from './plugin';
diff --git a/plugins/catalog-customized/src/plugin.ts b/plugins/catalog-customized/src/plugin.ts
new file mode 100644
index 0000000000..e46eb17192
--- /dev/null
+++ b/plugins/catalog-customized/src/plugin.ts
@@ -0,0 +1,33 @@
+/*
+ * Copyright 2020 The Backstage Authors
+ *
+ * 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 { catalogPlugin } from '@backstage/plugin-catalog';
+
+import {
+  EntityOwnerPicker,
+  EntityTypePicker,
+  UserListPicker,
+} from './components';
+
+catalogPlugin.reconfigure({
+  EntityOwnerPicker,
+  EntityTypePicker,
+  UserListPicker,
+  createButtonTitle: 'Maybe Create',
+  showButtonText: 'Mine catalog entities',
+});
+
+export const customizedCatalog = catalogPlugin;
diff --git a/plugins/catalog/src/components/CatalogPage/DefaultCatalogPage.tsx b/plugins/catalog/src/components/CatalogPage/DefaultCatalogPage.tsx
index 5250dcec0d..a02623118f 100644
--- a/plugins/catalog/src/components/CatalogPage/DefaultCatalogPage.tsx
+++ b/plugins/catalog/src/components/CatalogPage/DefaultCatalogPage.tsx
@@ -23,21 +23,24 @@ import {
   TableColumn,
   TableProps,
 } from '@backstage/core-components';
-import { configApiRef, useApi, useRouteRef } from '@backstage/core-plugin-api';
+import {
+  configApiRef,
+  useApi,
+  usePluginOptions,
+  useRouteRef,
+} from '@backstage/core-plugin-api';
 import {
   CatalogFilterLayout,
   EntityLifecyclePicker,
   EntityListProvider,
-  EntityOwnerPicker,
   EntityTagPicker,
-  EntityTypePicker,
   UserListFilterKind,
-  UserListPicker,
 } from '@backstage/plugin-catalog-react';
 import React from 'react';
 import { createComponentRouteRef } from '../../routes';
 import { CatalogTable, CatalogTableRow } from '../CatalogTable';
 import { CatalogKindHeader } from '../CatalogKindHeader';
+import { CatalogPageOptionsProps } from '../../types';
 
 /**
  * Props for root catalog pages.
@@ -64,6 +67,14 @@ export function DefaultCatalogPage(props: DefaultCatalogPageProps) {
     useApi(configApiRef).getOptionalString('organization.name') ?? 'Backstage';
   const createComponentLink = useRouteRef(createComponentRouteRef);
 
+  const {
+    EntityOwnerPicker,
+    EntityTypePicker,
+    UserListPicker,
+    createButtonTitle,
+    showButtonText,
+  } = usePluginOptions<CatalogPageOptionsProps>();
+
   return (
     <PageWithHeader title={`${orgName} Catalog`} themeId="home">
       <EntityListProvider>
@@ -72,10 +83,10 @@ export function DefaultCatalogPage(props: DefaultCatalogPageProps) {
             titleComponent={<CatalogKindHeader initialFilter={initialKind} />}
           >
             <CreateButton
-              title="Create Component"
+              title={createButtonTitle}
               to={createComponentLink && createComponentLink()}
             />
-            <SupportButton>All your software catalog entities</SupportButton>
+            <SupportButton>${showButtonText}</SupportButton>
           </ContentHeader>
           <CatalogFilterLayout>
             <CatalogFilterLayout.Filters>
diff --git a/plugins/catalog/src/plugin.ts b/plugins/catalog/src/plugin.ts
index 61612c404b..ce68fafcbc 100644
--- a/plugins/catalog/src/plugin.ts
+++ b/plugins/catalog/src/plugin.ts
@@ -18,7 +18,10 @@ import { CatalogClient } from '@backstage/catalog-client';
 import { Entity } from '@backstage/catalog-model';
 import {
   catalogApiRef,
+  EntityOwnerPicker,
   entityRouteRef,
+  EntityTypePicker,
+  UserListPicker,
   starredEntitiesApiRef,
 } from '@backstage/plugin-catalog-react';
 import { createComponentRouteRef, viewTechDocRouteRef } from './routes';
@@ -31,7 +34,6 @@ import {
   fetchApiRef,
   storageApiRef,
   PluginOptions,
-  PluginInputOptions,
 } from '@backstage/core-plugin-api';
 import { DefaultStarredEntitiesApi } from './apis';
 import { AboutCardProps } from './components/AboutCard';
@@ -46,6 +48,8 @@ import { HasSystemsCardProps } from './components/HasSystemsCard';
 import { RelatedEntitiesCardProps } from './components/RelatedEntitiesCard';
 import { rootRouteRef } from './routes';
 
+export interface PluginInputOptions {}
+
 /** @public */
 export const catalogPlugin = createPlugin({
   id: 'catalog',
@@ -75,7 +79,13 @@ export const catalogPlugin = createPlugin({
     viewTechDoc: viewTechDocRouteRef,
   },
   configure(options?: PluginInputOptions): PluginOptions {
-    const defaultOptions = { createButtonTitle: 'Create' };
+    const defaultOptions = {
+      EntityOwnerPicker,
+      EntityTypePicker,
+      UserListPicker,
+      createButtonTitle: 'Create',
+      showButtonText: 'All your software catalog entities',
+    };
     if (!options) {
       return defaultOptions;
     }
diff --git a/plugins/catalog/src/types.ts b/plugins/catalog/src/types.ts
new file mode 100644
index 0000000000..29997d1368
--- /dev/null
+++ b/plugins/catalog/src/types.ts
@@ -0,0 +1,28 @@
+/*
+ * Copyright 2020 The Backstage Authors
+ *
+ * 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 {
+  EntityTypePickerProps,
+  UserListPickerProps,
+} from '@backstage/plugin-catalog-react';
+
+export type CatalogPageOptionsProps = {
+  EntityOwnerPicker: () => JSX.Element | null;
+  EntityTypePicker: (props: EntityTypePickerProps) => JSX.Element | null;
+  UserListPicker: (props: UserListPickerProps) => JSX.Element | null;
+  createButtonTitle: string;
+  showButtonText: string;
+};