I don't run one anymore, but when I did. - Basecamp, CRM + marketing automation, email services, SEO (moz), google business services, twilio (phone/sms) and AW

I don't run one anymore, but when I did. - Basecamp, CRM + marketing automation, email services, SEO (moz), google business services, twilio (phone/sms) and AWS were all common. I'd also pay for plug-ins and stuff when it made more sense then building stuff. But those are kinda the base level things I always had available. SEO tooling was really critical when doing web dev work for people, that way I could show proof of results from before and after. Part of the key for me was to make sure I looked like a firm even when I was just one person but wanting to grow. So I always kept a professional website, business email addresses, phone numbers etc. I would never lie if someone asked me a direct question about how many people worked at the company, but if they said how big are you guys, I'd usually give number of projects done in the past 3 months or 12 months etc. And I'd include all the little projects even if I did them as favors or as pre-sales activity to gain a larger deal. As long as I was doing it professionally and to further the business it counted IMO.