diff --git a/README.adoc b/README.adoc
index 3d99877fe..356b3a48f 100644
--- a/README.adoc
+++ b/README.adoc
@@ -100,6 +100,31 @@ HELLOWORLD
 (You can use `^Q^J` in a terminal to insert a new line in a literal
 string like that.)
 
+== Building and Running a Function
+
+The sample `@SpringBootApplication` above has a function that can be
+decorated at runtime by Spring Cloud Function to be an HTTP endpoint,
+or a Stream processor, for instance with RabbitMQ, Apache Kafka or
+JMS.
+
+The `@Beans` can be `Function`, `Consumer` or `Supplier` (all from
+`java.util`), and their parametric types can be String or POJO.
+
+Functions can also be of `Flux<String>` or `Flux<Pojo>` and Spring
+Cloud Function takes care of converting the data to and from the
+desired types, as long as it comes in as plain text or (in the case of
+the POJO) JSON. There is also support for `Message<Pojo>` where the
+message headers are copied from the incoming event, depending on the
+adapter. The web adapter also supports conversion from form-encoded
+data to a `Map`, and if you are using the function with Spring Cloud
+Stream then all the conversion and coercion features for message
+payloads will be applicable as well.
+
+Functions can be grouped together in a single application, or deployed
+one-per-jar. It's up to the developer to choose. An app with multiple
+functions can be deployed multiple times in different "personalities",
+exposing different functions over different physical transports.
+
 == Building
 
 :jdkversion: 1.7
diff --git a/docs/pom.xml b/docs/pom.xml
index f906669ee..bd9b3c695 100644
--- a/docs/pom.xml
+++ b/docs/pom.xml
@@ -7,7 +7,7 @@
 	<parent>
 		<groupId>org.springframework.cloud</groupId>
 		<artifactId>spring-cloud-function-parent</artifactId>
-		<version>3.0.0.RELEASE</version>
+		<version>3.0.0.BUILD-SNAPSHOT</version>
 	</parent>
 	<packaging>pom</packaging>
 	<name>Spring Cloud Function Docs</name>
diff --git a/pom.xml b/pom.xml
index 282aae262..5ca7976b7 100644
--- a/pom.xml
+++ b/pom.xml
@@ -6,7 +6,7 @@
 
 	<artifactId>spring-cloud-function-parent</artifactId>
 	<name>Spring Cloud Function Parent</name>
-	<version>3.0.0.RELEASE</version>
+	<version>3.0.0.BUILD-SNAPSHOT</version>
 	<packaging>pom</packaging>
 
 	<parent>
diff --git a/spring-cloud-function-adapters/pom.xml b/spring-cloud-function-adapters/pom.xml
index a93d09cfc..1fdd84600 100644
--- a/spring-cloud-function-adapters/pom.xml
+++ b/spring-cloud-function-adapters/pom.xml
@@ -10,7 +10,7 @@
 	<parent>
 		<groupId>org.springframework.cloud</groupId>
 		<artifactId>spring-cloud-function-parent</artifactId>
-		<version>3.0.0.RELEASE</version>
+		<version>3.0.0.BUILD-SNAPSHOT</version>
 	</parent>
 
 	<name>spring-cloud-function-adapter-parent</name>
diff --git a/spring-cloud-function-adapters/spring-cloud-function-adapter-aws/pom.xml b/spring-cloud-function-adapters/spring-cloud-function-adapter-aws/pom.xml
index 5b5ed8ce5..964e2d7d5 100644
--- a/spring-cloud-function-adapters/spring-cloud-function-adapter-aws/pom.xml
+++ b/spring-cloud-function-adapters/spring-cloud-function-adapter-aws/pom.xml
@@ -13,7 +13,7 @@
 	<parent>
 		<groupId>org.springframework.cloud</groupId>
 		<artifactId>spring-cloud-function-adapter-parent</artifactId>
-		<version>3.0.0.RELEASE</version>
+		<version>3.0.0.BUILD-SNAPSHOT</version>
 	</parent>
 
 	<properties>
diff --git a/spring-cloud-function-adapters/spring-cloud-function-adapter-azure/pom.xml b/spring-cloud-function-adapters/spring-cloud-function-adapter-azure/pom.xml
index 10c978e50..0b04eb84f 100644
--- a/spring-cloud-function-adapters/spring-cloud-function-adapter-azure/pom.xml
+++ b/spring-cloud-function-adapters/spring-cloud-function-adapter-azure/pom.xml
@@ -13,7 +13,7 @@
 	<parent>
 		<groupId>org.springframework.cloud</groupId>
 		<artifactId>spring-cloud-function-adapter-parent</artifactId>
-		<version>3.0.0.RELEASE</version>
+		<version>3.0.0.BUILD-SNAPSHOT</version>
 	</parent>
 
 	<properties>
diff --git a/spring-cloud-function-adapters/spring-cloud-function-adapter-openwhisk/pom.xml b/spring-cloud-function-adapters/spring-cloud-function-adapter-openwhisk/pom.xml
index 32b476c94..510de9e1e 100644
--- a/spring-cloud-function-adapters/spring-cloud-function-adapter-openwhisk/pom.xml
+++ b/spring-cloud-function-adapters/spring-cloud-function-adapter-openwhisk/pom.xml
@@ -13,7 +13,7 @@
 	<parent>
 		<groupId>org.springframework.cloud</groupId>
 		<artifactId>spring-cloud-function-adapter-parent</artifactId>
-		<version>3.0.0.RELEASE</version>
+		<version>3.0.0.BUILD-SNAPSHOT</version>
 	</parent>
 
 	<dependencies>
diff --git a/spring-cloud-function-compiler/pom.xml b/spring-cloud-function-compiler/pom.xml
index de2b0ca90..c7df2c205 100644
--- a/spring-cloud-function-compiler/pom.xml
+++ b/spring-cloud-function-compiler/pom.xml
@@ -12,7 +12,7 @@
 	<parent>
 		<groupId>org.springframework.cloud</groupId>
 		<artifactId>spring-cloud-function-parent</artifactId>
-		<version>3.0.0.RELEASE</version>
+		<version>3.0.0.BUILD-SNAPSHOT</version>
 	</parent>
 
 	<dependencies>
diff --git a/spring-cloud-function-context/pom.xml b/spring-cloud-function-context/pom.xml
index 2e6a2be6f..48a33cbc7 100644
--- a/spring-cloud-function-context/pom.xml
+++ b/spring-cloud-function-context/pom.xml
@@ -12,7 +12,7 @@
 	<parent>
 		<groupId>org.springframework.cloud</groupId>
 		<artifactId>spring-cloud-function-parent</artifactId>
-		<version>3.0.0.RELEASE</version>
+		<version>3.0.0.BUILD-SNAPSHOT</version>
 	</parent>
 
 	<dependencies>
diff --git a/spring-cloud-function-core/pom.xml b/spring-cloud-function-core/pom.xml
index 001a88933..fde8e88f9 100644
--- a/spring-cloud-function-core/pom.xml
+++ b/spring-cloud-function-core/pom.xml
@@ -12,7 +12,7 @@
 	<parent>
 		<groupId>org.springframework.cloud</groupId>
 		<artifactId>spring-cloud-function-parent</artifactId>
-		<version>3.0.0.RELEASE</version>
+		<version>3.0.0.BUILD-SNAPSHOT</version>
 	</parent>
 
 	<dependencies>
diff --git a/spring-cloud-function-dependencies/pom.xml b/spring-cloud-function-dependencies/pom.xml
index 2991d7cbc..8397228a5 100644
--- a/spring-cloud-function-dependencies/pom.xml
+++ b/spring-cloud-function-dependencies/pom.xml
@@ -10,7 +10,7 @@
 		<relativePath/>
 	</parent>
 	<artifactId>spring-cloud-function-dependencies</artifactId>
-	<version>3.0.0.RELEASE</version>
+	<version>3.0.0.BUILD-SNAPSHOT</version>
 	<packaging>pom</packaging>
 	<name>Spring Cloud Function Dependencies</name>
 	<description>Spring Cloud Function Dependencies</description>
diff --git a/spring-cloud-function-deployer/pom.xml b/spring-cloud-function-deployer/pom.xml
index ed54cba01..fd7632ca0 100644
--- a/spring-cloud-function-deployer/pom.xml
+++ b/spring-cloud-function-deployer/pom.xml
@@ -10,7 +10,7 @@
 		<parent>
 			<groupId>org.springframework.cloud</groupId>
 			<artifactId>spring-cloud-function-parent</artifactId>
-			<version>3.0.0.RELEASE</version>
+			<version>3.0.0.BUILD-SNAPSHOT</version>
 		</parent>
 
 	<properties>
diff --git a/spring-cloud-function-deployer/src/it/bootapp-multi/pom.xml b/spring-cloud-function-deployer/src/it/bootapp-multi/pom.xml
index 3e8a4befe..fa547e1db 100644
--- a/spring-cloud-function-deployer/src/it/bootapp-multi/pom.xml
+++ b/spring-cloud-function-deployer/src/it/bootapp-multi/pom.xml
@@ -18,7 +18,7 @@
 
 	<properties>
 		<java.version>1.8</java.version>
-		<spring-cloud-function.version>3.0.0.RELEASE</spring-cloud-function.version>
+		<spring-cloud-function.version>3.0.0.BUILD-SNAPSHOT</spring-cloud-function.version>
 		<wrapper.version>1.0.17.RELEASE</wrapper.version>
 	</properties>
 
diff --git a/spring-cloud-function-deployer/src/it/bootapp-with-javax/pom.xml b/spring-cloud-function-deployer/src/it/bootapp-with-javax/pom.xml
index c8a5a2cc8..d5d5f1a77 100644
--- a/spring-cloud-function-deployer/src/it/bootapp-with-javax/pom.xml
+++ b/spring-cloud-function-deployer/src/it/bootapp-with-javax/pom.xml
@@ -18,7 +18,7 @@
 
 	<properties>
 		<java.version>1.8</java.version>
-		<spring-cloud-function.version>3.0.0.RELEASE</spring-cloud-function.version>
+		<spring-cloud-function.version>3.0.0.BUILD-SNAPSHOT</spring-cloud-function.version>
 		<wrapper.version>1.0.17.RELEASE</wrapper.version>
 	</properties>
 
diff --git a/spring-cloud-function-deployer/src/it/bootapp-with-scf/pom.xml b/spring-cloud-function-deployer/src/it/bootapp-with-scf/pom.xml
index b98ec450f..58b2ac955 100644
--- a/spring-cloud-function-deployer/src/it/bootapp-with-scf/pom.xml
+++ b/spring-cloud-function-deployer/src/it/bootapp-with-scf/pom.xml
@@ -18,7 +18,7 @@
 
 	<properties>
 		<java.version>1.8</java.version>
-		<spring-cloud-function.version>3.0.0.RELEASE</spring-cloud-function.version>
+		<spring-cloud-function.version>3.0.0.BUILD-SNAPSHOT</spring-cloud-function.version>
 		<wrapper.version>1.0.17.RELEASE</wrapper.version>
 	</properties>
 
diff --git a/spring-cloud-function-deployer/src/it/bootapp/pom.xml b/spring-cloud-function-deployer/src/it/bootapp/pom.xml
index 8f4283ad1..05829a20e 100644
--- a/spring-cloud-function-deployer/src/it/bootapp/pom.xml
+++ b/spring-cloud-function-deployer/src/it/bootapp/pom.xml
@@ -18,7 +18,7 @@
 
 	<properties>
 		<java.version>1.8</java.version>
-		<spring-cloud-function.version>3.0.0.RELEASE</spring-cloud-function.version>
+		<spring-cloud-function.version>3.0.0.BUILD-SNAPSHOT</spring-cloud-function.version>
 		<wrapper.version>1.0.17.RELEASE</wrapper.version>
 	</properties>
 
diff --git a/spring-cloud-function-deployer/src/it/bootjar-multi/pom.xml b/spring-cloud-function-deployer/src/it/bootjar-multi/pom.xml
index 488774ec6..24e44245e 100644
--- a/spring-cloud-function-deployer/src/it/bootjar-multi/pom.xml
+++ b/spring-cloud-function-deployer/src/it/bootjar-multi/pom.xml
@@ -18,7 +18,7 @@
 
 	<properties>
 		<java.version>1.8</java.version>
-		<spring-cloud-function.version>3.0.0.RELEASE</spring-cloud-function.version>
+		<spring-cloud-function.version>3.0.0.BUILD-SNAPSHOT</spring-cloud-function.version>
 		<wrapper.version>1.0.17.RELEASE</wrapper.version>
 	</properties>
 
diff --git a/spring-cloud-function-deployer/src/it/bootjar/pom.xml b/spring-cloud-function-deployer/src/it/bootjar/pom.xml
index 7413c1fee..e7749a525 100644
--- a/spring-cloud-function-deployer/src/it/bootjar/pom.xml
+++ b/spring-cloud-function-deployer/src/it/bootjar/pom.xml
@@ -18,7 +18,7 @@
 
 	<properties>
 		<java.version>1.8</java.version>
-		<spring-cloud-function.version>3.0.0.RELEASE</spring-cloud-function.version>
+		<spring-cloud-function.version>3.0.0.BUILD-SNAPSHOT</spring-cloud-function.version>
 		<wrapper.version>1.0.17.RELEASE</wrapper.version>
 	</properties>
 
diff --git a/spring-cloud-function-deployer/src/it/bootjarnostart/pom.xml b/spring-cloud-function-deployer/src/it/bootjarnostart/pom.xml
index c3a28c347..469700193 100644
--- a/spring-cloud-function-deployer/src/it/bootjarnostart/pom.xml
+++ b/spring-cloud-function-deployer/src/it/bootjarnostart/pom.xml
@@ -18,7 +18,7 @@
 
 	<properties>
 		<java.version>1.8</java.version>
-		<spring-cloud-function.version>3.0.0.RELEASE</spring-cloud-function.version>
+		<spring-cloud-function.version>3.0.0.BUILD-SNAPSHOT</spring-cloud-function.version>
 		<wrapper.version>1.0.17.RELEASE</wrapper.version>
 	</properties>
 
diff --git a/spring-cloud-function-kotlin/pom.xml b/spring-cloud-function-kotlin/pom.xml
index 07f75b640..c69628f68 100644
--- a/spring-cloud-function-kotlin/pom.xml
+++ b/spring-cloud-function-kotlin/pom.xml
@@ -12,7 +12,7 @@
 	<parent>
 		<groupId>org.springframework.cloud</groupId>
 		<artifactId>spring-cloud-function-parent</artifactId>
-		<version>3.0.0.RELEASE</version>
+		<version>3.0.0.BUILD-SNAPSHOT</version>
 	</parent>
 
 	<dependencies>
diff --git a/spring-cloud-function-samples/function-sample-aws-custom/pom.xml b/spring-cloud-function-samples/function-sample-aws-custom/pom.xml
index 3d7cdc07d..55ab59eeb 100644
--- a/spring-cloud-function-samples/function-sample-aws-custom/pom.xml
+++ b/spring-cloud-function-samples/function-sample-aws-custom/pom.xml
@@ -17,7 +17,7 @@
 	<properties>
 		<java.version>1.8</java.version>
 		<wrapper.version>1.0.22.RELEASE</wrapper.version>
-		<spring-cloud-function.version>3.0.0.RELEASE</spring-cloud-function.version>
+		<spring-cloud-function.version>3.0.0.BUILD-SNAPSHOT</spring-cloud-function.version>
 	</properties>
 
 	<dependencies>
diff --git a/spring-cloud-function-samples/function-sample-aws/pom.xml b/spring-cloud-function-samples/function-sample-aws/pom.xml
index c6b2cd4a4..4b7651d44 100644
--- a/spring-cloud-function-samples/function-sample-aws/pom.xml
+++ b/spring-cloud-function-samples/function-sample-aws/pom.xml
@@ -25,7 +25,7 @@
 		<java.version>1.8</java.version>
 		<wrapper.version>1.0.17.RELEASE</wrapper.version>
 		<aws-lambda-events.version>2.0.2</aws-lambda-events.version>
-		<spring-cloud-function.version>3.0.0.RELEASE</spring-cloud-function.version>
+		<spring-cloud-function.version>3.0.0.BUILD-SNAPSHOT</spring-cloud-function.version>
 		<start-class>example.Config</start-class>
 	</properties>
 
diff --git a/spring-cloud-function-samples/function-sample-compiler/pom.xml b/spring-cloud-function-samples/function-sample-compiler/pom.xml
index 631939c47..b2b930bf4 100644
--- a/spring-cloud-function-samples/function-sample-compiler/pom.xml
+++ b/spring-cloud-function-samples/function-sample-compiler/pom.xml
@@ -20,7 +20,7 @@
 
 	<properties>
 		<java.version>1.8</java.version>
-		<spring-cloud-function.version>3.0.0.RELEASE</spring-cloud-function.version>
+		<spring-cloud-function.version>3.0.0.BUILD-SNAPSHOT</spring-cloud-function.version>
 		<reactor.version>3.1.2.RELEASE</reactor.version>
 		<wrapper.version>1.0.17.RELEASE</wrapper.version>
 	</properties>
diff --git a/spring-cloud-function-samples/function-sample-pof/pom.xml b/spring-cloud-function-samples/function-sample-pof/pom.xml
index f766b3a7a..afba435b4 100644
--- a/spring-cloud-function-samples/function-sample-pof/pom.xml
+++ b/spring-cloud-function-samples/function-sample-pof/pom.xml
@@ -22,7 +22,7 @@
 		<project.reporting.outputEncoding>UTF-8</project.reporting.outputEncoding>
 		<java.version>1.8</java.version>
 		<reactor.version>3.1.2.RELEASE</reactor.version>
-		<spring-cloud-function.version>3.0.0.RELEASE</spring-cloud-function.version>
+		<spring-cloud-function.version>3.0.0.BUILD-SNAPSHOT</spring-cloud-function.version>
 	</properties>
 
 	<dependencies>
diff --git a/spring-cloud-function-samples/function-sample-pojo/pom.xml b/spring-cloud-function-samples/function-sample-pojo/pom.xml
index a5e68549e..d67846acd 100644
--- a/spring-cloud-function-samples/function-sample-pojo/pom.xml
+++ b/spring-cloud-function-samples/function-sample-pojo/pom.xml
@@ -20,7 +20,7 @@
 
 	<properties>
 		<java.version>1.8</java.version>
-		<spring-cloud-function.version>3.0.0.RELEASE</spring-cloud-function.version>
+		<spring-cloud-function.version>3.0.0.BUILD-SNAPSHOT</spring-cloud-function.version>
 		<wrapper.version>1.0.21.RELEASE</wrapper.version>
 	</properties>
 
diff --git a/spring-cloud-function-samples/function-sample-spring-integration/pom.xml b/spring-cloud-function-samples/function-sample-spring-integration/pom.xml
index 1d7cabc1f..c3a7f1f78 100644
--- a/spring-cloud-function-samples/function-sample-spring-integration/pom.xml
+++ b/spring-cloud-function-samples/function-sample-spring-integration/pom.xml
@@ -20,7 +20,7 @@
 		<project.build.sourceEncoding>UTF-8</project.build.sourceEncoding>
 		<project.reporting.outputEncoding>UTF-8</project.reporting.outputEncoding>
 		<java.version>1.8</java.version>
-		<spring-cloud-function.version>3.0.0.RELEASE</spring-cloud-function.version>
+		<spring-cloud-function.version>3.0.0.BUILD-SNAPSHOT</spring-cloud-function.version>
 	</properties>
 
 	<dependencies>
diff --git a/spring-cloud-function-samples/function-sample-task/pom.xml b/spring-cloud-function-samples/function-sample-task/pom.xml
index 79f42ce2f..003391401 100644
--- a/spring-cloud-function-samples/function-sample-task/pom.xml
+++ b/spring-cloud-function-samples/function-sample-task/pom.xml
@@ -20,7 +20,7 @@
 
 	<properties>
 		<java.version>1.8</java.version>
-		<spring-cloud-function.version>3.0.0.RELEASE</spring-cloud-function.version>
+		<spring-cloud-function.version>3.0.0.BUILD-SNAPSHOT</spring-cloud-function.version>
 		<wrapper.version>1.0.10.RELEASE</wrapper.version>
 		<reactor.version>3.1.2.RELEASE</reactor.version>
 	</properties>
diff --git a/spring-cloud-function-samples/function-sample/pom.xml b/spring-cloud-function-samples/function-sample/pom.xml
index f48a326df..23640485a 100644
--- a/spring-cloud-function-samples/function-sample/pom.xml
+++ b/spring-cloud-function-samples/function-sample/pom.xml
@@ -20,7 +20,7 @@
 
 	<properties>
 		<java.version>1.8</java.version>
-		<spring-cloud-function.version>3.0.0.RELEASE</spring-cloud-function.version>
+		<spring-cloud-function.version>3.0.0.BUILD-SNAPSHOT</spring-cloud-function.version>
 		<wrapper.version>1.0.17.RELEASE</wrapper.version>
 	</properties>
 
diff --git a/spring-cloud-function-samples/pom.xml b/spring-cloud-function-samples/pom.xml
index 2788bd3ba..cb520aa39 100644
--- a/spring-cloud-function-samples/pom.xml
+++ b/spring-cloud-function-samples/pom.xml
@@ -11,7 +11,7 @@
 	<parent>
 		<groupId>org.springframework.cloud</groupId>
 		<artifactId>spring-cloud-function-parent</artifactId>
-		<version>3.0.0.RELEASE</version>
+		<version>3.0.0.BUILD-SNAPSHOT</version>
 	</parent>
 
 	<modules>
diff --git a/spring-cloud-function-task/pom.xml b/spring-cloud-function-task/pom.xml
index feb23338a..c56db5c63 100644
--- a/spring-cloud-function-task/pom.xml
+++ b/spring-cloud-function-task/pom.xml
@@ -12,7 +12,7 @@
 	<parent>
 		<groupId>org.springframework.cloud</groupId>
 		<artifactId>spring-cloud-function-parent</artifactId>
-		<version>3.0.0.RELEASE</version>
+		<version>3.0.0.BUILD-SNAPSHOT</version>
 	</parent>
 
 	<dependencies>
diff --git a/spring-cloud-function-web/pom.xml b/spring-cloud-function-web/pom.xml
index a1d9476fd..e88556c54 100644
--- a/spring-cloud-function-web/pom.xml
+++ b/spring-cloud-function-web/pom.xml
@@ -12,7 +12,7 @@
 	<parent>
 		<groupId>org.springframework.cloud</groupId>
 		<artifactId>spring-cloud-function-parent</artifactId>
-		<version>3.0.0.RELEASE</version>
+		<version>3.0.0.BUILD-SNAPSHOT</version>
 	</parent>
 
 	<dependencies>
diff --git a/spring-cloud-starter-function-web/pom.xml b/spring-cloud-starter-function-web/pom.xml
index 38c75d589..801690788 100644
--- a/spring-cloud-starter-function-web/pom.xml
+++ b/spring-cloud-starter-function-web/pom.xml
@@ -6,7 +6,7 @@
 	<parent>
 		<groupId>org.springframework.cloud</groupId>
 		<artifactId>spring-cloud-function-parent</artifactId>
-		<version>3.0.0.RELEASE</version>
+		<version>3.0.0.BUILD-SNAPSHOT</version>
 		<relativePath>..</relativePath>
 	</parent>
 	<artifactId>spring-cloud-starter-function-web</artifactId>
diff --git a/spring-cloud-starter-function-webflux/pom.xml b/spring-cloud-starter-function-webflux/pom.xml
index e3c279dfd..35ca1cee8 100644
--- a/spring-cloud-starter-function-webflux/pom.xml
+++ b/spring-cloud-starter-function-webflux/pom.xml
@@ -6,7 +6,7 @@
 	<parent>
 		<groupId>org.springframework.cloud</groupId>
 		<artifactId>spring-cloud-function-parent</artifactId>
-		<version>3.0.0.RELEASE</version>
+		<version>3.0.0.BUILD-SNAPSHOT</version>
 	</parent>
 	<artifactId>spring-cloud-starter-function-webflux</artifactId>
 	<name>spring-cloud-starter-function-webflux</name>