diff --git a/packages/create-gatsby/src/features.json b/packages/create-gatsby/src/features.json
index 8bc78252ff1dd..7087fe6617531 100644
--- a/packages/create-gatsby/src/features.json
+++ b/packages/create-gatsby/src/features.json
@@ -1,9 +1,47 @@
 {
-  "gatsby-plugin-google-analytics": {"message": "Add the Google Analytics tracking script"},
-  "gatsby-plugin-react-helmet": {"message": "Add page metadata", "dependencies": ["react-helmet"]},
-  "gatsby-plugin-sitemap": {"message": "Add an automatic sitemap"},
-  "gatsby-plugin-offline": {"message": "Enable offline functionality"},
-  "gatsby-plugin-manifest": {"message": "Generate a manifest file"},
-  "gatsby-plugin-mdx": {"message": "Add MDX support", "dependencies": ["@mdx-js/react", "@mdx-js/mdx"]}
-
+  "gatsby-plugin-google-analytics": {
+    "message": "Add the Google Analytics tracking script"
+  },
+  "gatsby-plugin-image": {
+    "message": "Add responsive images",
+    "plugins": [
+      "gatsby-plugin-sharp",
+      "gatsby-transformer-sharp",
+      "gatsby-source-filesystem:images"
+    ],
+    "options": {
+      "gatsby-source-filesystem:images": {
+        "name": "images",
+        "path": "./src/images/"
+      }
+    }
+  },
+  "gatsby-plugin-react-helmet": {
+    "message": "Add page meta tags with React Helmet",
+    "dependencies": ["react-helmet"]
+  },
+  "gatsby-plugin-sitemap": { "message": "Add an automatic sitemap" },
+  "gatsby-plugin-offline": { "message": "Enable offline functionality" },
+  "gatsby-plugin-manifest": { "message": "Generate a manifest file" },
+  "gatsby-transformer-remark": {
+    "message": "Add Markdown support (without MDX)",
+    "plugins": ["gatsby-source-filesystem:pages"],
+    "options": {
+      "gatsby-source-filesystem:pages": {
+        "name": "pages",
+        "path": "./src/pages/"
+      }
+    }
+  },
+  "gatsby-plugin-mdx": {
+    "message": "Add Markdown and MDX support",
+    "plugins": ["gatsby-source-filesystem:pages"],
+    "dependencies": ["@mdx-js/react", "@mdx-js/mdx"],
+    "options": {
+      "gatsby-source-filesystem:pages": {
+        "name": "pages",
+        "path": "./src/pages/"
+      }
+    }
+  }
 }
diff --git a/packages/create-gatsby/src/index.ts b/packages/create-gatsby/src/index.ts
index 48a3b5b2ee882..f2b2f62082d64 100644
--- a/packages/create-gatsby/src/index.ts
+++ b/packages/create-gatsby/src/index.ts
@@ -10,6 +10,7 @@ import fs from "fs"
 import { plugin } from "./components/plugin"
 import { makePluginConfigQuestions } from "./plugin-options-form"
 import { center, rule, wrap } from "./components/utils"
+import { stripIndent } from "common-tags"
 
 // eslint-disable-next-line no-control-regex
 const INVALID_FILENAMES = /[<>:"/\\|?*\u0000-\u001F]/g
@@ -81,7 +82,7 @@ export const questions: any = [
     type: `multiselectinput`,
     name: `features`,
     message: `Would you like to install additional features with other plugins?`,
-    hint: `(Multiple choice) Use arrow keys to move, spacebar to select, and enter to confirm your choices`,
+    hint: `(Multiple choice) Use arrow keys to move, enter to select, and choose "Done" to confirm your choices`,
     choices: makeChoices(features, true),
   },
 ]
@@ -93,12 +94,31 @@ interface IAnswers {
 }
 
 interface IPluginEntry {
+  /**
+   * Message displayed in the menu when selecting the plugin
+   */
   message: string
+  /**
+   * Extra NPM packages to install
+   */
   dependencies?: Array<string>
+  /**
+   * Items are either the plugin name, or the plugin name and key, separated by a colon (":")
+   * This allows duplicate entries for plugins such as gatsby-source-filesystem.
+   */
+  plugins?: Array<string>
+  /**
+   * Keys must match plugin names or name:key combinations from the plugins array
+   */
+  options?: PluginConfigMap
 }
 
 export type PluginMap = Record<string, IPluginEntry>
 
+export type PluginConfigMap = Record<string, Record<string, unknown>>
+
+const removeKey = (plugin: string): string => plugin.split(`:`)[0]
+
 export async function run(): Promise<void> {
   const { version } = require(`../package.json`)
 
@@ -141,6 +161,7 @@ ${center(c.blueBright.bold.underline(`Welcome to Gatsby!`))}
 
   const plugins: Array<string> = []
   const packages: Array<string> = []
+  let pluginConfig: PluginConfigMap = {}
 
   if (data.cms && data.cms !== `none`) {
     messages.push(
@@ -148,8 +169,14 @@ ${center(c.blueBright.bold.underline(`Welcome to Gatsby!`))}
         cmses[data.cms].message
       )}`
     )
-    plugins.push(data.cms)
-    packages.push(data.cms, ...(cmses[data.cms].dependencies || []))
+    const extraPlugins = cmses[data.cms].plugins || []
+    plugins.push(data.cms, ...extraPlugins)
+    packages.push(
+      data.cms,
+      ...(cmses[data.cms].dependencies || []),
+      ...extraPlugins
+    )
+    pluginConfig = { ...pluginConfig, ...cmses[data.cms].options }
   }
 
   if (data.styling && data.styling !== `none`) {
@@ -158,8 +185,15 @@ ${center(c.blueBright.bold.underline(`Welcome to Gatsby!`))}
         styles[data.styling].message
       )} for styling your site`
     )
-    plugins.push(data.styling)
-    packages.push(data.styling, ...(styles[data.styling].dependencies || []))
+    const extraPlugins = styles[data.styling].plugins || []
+
+    plugins.push(data.styling, ...extraPlugins)
+    packages.push(
+      data.styling,
+      ...(styles[data.styling].dependencies || []),
+      ...extraPlugins
+    )
+    pluginConfig = { ...pluginConfig, ...styles[data.styling].options }
   }
 
   if (data.features?.length) {
@@ -169,19 +203,29 @@ ${center(c.blueBright.bold.underline(`Welcome to Gatsby!`))}
         .join(`, `)}`
     )
     plugins.push(...data.features)
-    const featureDependencies = data.features?.map(
-      featureKey => features[featureKey].dependencies || []
-    )
+    const featureDependencies = data.features?.map(featureKey => {
+      const extraPlugins = features[featureKey].plugins || []
+      plugins.push(...extraPlugins)
+      return [
+        // Spread in extra dependencies
+        ...(features[featureKey].dependencies || []),
+        // Spread in plugins
+        ...extraPlugins,
+      ]
+    })
     const flattenedDependencies = ([] as Array<string>).concat.apply(
       [],
       featureDependencies
     ) // here until we upgrade to node 11 and can use flatMap
 
     packages.push(...data.features, ...flattenedDependencies)
+    // Merge plugin options
+    pluginConfig = data.features.reduce((prev, key) => {
+      return { ...prev, ...features[key].options }
+    }, pluginConfig)
   }
 
   const config = makePluginConfigQuestions(plugins)
-  let pluginConfig
   if (config.length) {
     console.log(
       `\nGreat! A few of the selections you made need to be configured. Please fill in the options for each plugin now:\n`
@@ -189,7 +233,7 @@ ${center(c.blueBright.bold.underline(`Welcome to Gatsby!`))}
 
     const enquirer = new Enquirer<Record<string, {}>>()
     enquirer.use(plugin)
-    pluginConfig = await enquirer.prompt(config)
+    pluginConfig = { ...pluginConfig, ...(await enquirer.prompt(config)) }
   }
 
   console.log(`
@@ -212,10 +256,10 @@ ${c.bold(`Thanks! Here's what we'll now do:`)}
     return
   }
 
-  await initStarter(DEFAULT_STARTER, data.project, packages)
+  await initStarter(DEFAULT_STARTER, data.project, packages.map(removeKey))
 
   console.log(c.green(`✔ `) + `Created site in ` + c.green(data.project))
-
+  console.log({ plugins, pluginConfig })
   if (plugins.length) {
     console.log(c.bold(`🔌 Installing plugins...`))
     await installPlugins(plugins, pluginConfig, path.resolve(data.project), [])
@@ -226,11 +270,11 @@ ${c.bold(`Thanks! Here's what we'll now do:`)}
   const runCommand = pm === `npm` ? `npm run` : `yarn`
 
   console.log(
-    `🎉 Your new Gatsby site ${c.bold(
+    stripIndent`
+    🎉 Your new Gatsby site ${c.bold(
       data.project
-    )} has been successfully bootstrapped at ${c.bold(
-      path.resolve(data.project)
-    )}.
+    )} has been successfully bootstrapped 
+    at ${c.bold(path.resolve(data.project))}.
     `
   )
   console.log(`Start by going to the directory with\n
diff --git a/packages/create-gatsby/src/install-plugins.ts b/packages/create-gatsby/src/install-plugins.ts
index a360e07f1db53..f87a5d8d4fe64 100644
--- a/packages/create-gatsby/src/install-plugins.ts
+++ b/packages/create-gatsby/src/install-plugins.ts
@@ -1,8 +1,9 @@
 import { reporter } from "./reporter"
 import path from "path"
+import { PluginConfigMap } from "."
 export async function installPlugins(
   plugins: Array<string>,
-  pluginOptions: Record<string, Record<string, any> | undefined> = {},
+  pluginOptions: PluginConfigMap = {},
   rootPath: string,
   packages: Array<string>
 ): Promise<void> {
diff --git a/packages/create-gatsby/src/plugin-options-form.ts b/packages/create-gatsby/src/plugin-options-form.ts
index 8e2e12d90c4bb..5081e51ce51a2 100644
--- a/packages/create-gatsby/src/plugin-options-form.ts
+++ b/packages/create-gatsby/src/plugin-options-form.ts
@@ -56,7 +56,7 @@ export const makePluginConfigQuestions = (
 
   selectedPlugins.forEach((pluginName: string): void => {
     const schema = pluginSchemas[pluginName as PluginName]
-    if (typeof schema === `string` || !(`keys` in schema)) {
+    if (!schema || typeof schema === `string` || !(`keys` in schema)) {
       return
     }
     const options: Record<string, Schema> | undefined = schema?.keys
diff --git a/packages/gatsby-cli/src/plugin-add.ts b/packages/gatsby-cli/src/plugin-add.ts
index ac98d5fa2e61d..3cd2c111650f8 100644
--- a/packages/gatsby-cli/src/plugin-add.ts
+++ b/packages/gatsby-cli/src/plugin-add.ts
@@ -37,16 +37,19 @@ async function installPluginConfig(
   options: Record<string, unknown> | undefined,
   root: string
 ): Promise<void> {
+  // Plugins can optionally include a key, to allow duplicates
+  const [pluginName, pluginKey] = plugin.split(`:`)
+
   const installTimer = reporter.activityTimer(
     `Adding ${plugin} to gatsby-config`
   )
 
   installTimer.start()
-  reporter.info(`Adding ${plugin}`)
+  reporter.info(`Adding ${pluginName}`)
   try {
     const result = await GatsbyPlugin.create(
       { root },
-      { name: plugin, options }
+      { name: pluginName, options, key: pluginKey }
     )
     reporter.info(result._message)
   } catch (err) {