The first time I heard the phrase “tech stack” I was at a conference and I hit up the Google up pretty fast afterwards to figure out what it was*.
Here’s my definition:
Tech Stack (noun) – the software and platforms used to run your business and its automations, billing, contracting, marketing, communication, scheduling, content creation, customer relationship management (CRM), file storage, analytics, and whatever the heck else you do day in and day out.
TLDR - all those subscriptions you pay for.
When you start a business, it’s SUPER tempting to sign up for all the things. Each software brings promises of efficiency, ease and engagement. The reality - it’s REAL easy to sign up for WAY MORE than you actually need. And all of those $20/month subscriptions add up super fast.
We run a pretty lean operation at EB and Aught. We audit our tech stack pretty often, and have figured out work arounds within our favorite systems that help us to get the most out of them. And at the end of the day, these are the ones we use the most:
Flodesk - this is our email marketing platform. It also serves as our checkout for paid events as necessary (we turn that upgrade off and on as needed). It integrates with our website platform, our quiz software AND our customer management tool. Plus, when I say they’re hands on and IN IT TO WIN IT for small biz owners, I mean it. The CEO sat on an hour-long call with my team when they gave us the opportunity to check out some new updates they’re making. This is my TOP recommendation for entrepreneurs, and you can get it for less than anywhere from $0 - $38/month. (
this affiliate link will get you 50%off your first year.)
Honeybook - if you need a customer management system to track status, sign contracts or invoice, this is another small business best friend type situation. While it’s not as inexpensive as other items in our tech stack, it costs less than most CRMs out there AND they have a team that is super dedicated to their subscribers. This + Flodesk are a one-two punch for full client and email management. (
this affiliate link saves you 30% off your first year)
*I get asked a lot if you can use just one of these. The answer is “kinda.” FD specializes in email, but you could do some pretty significant work around to use it for client management - it just gets clunky the more work arounds you do. And HB specializes in client management - and while it can send emails, it’s not set up to do large blasts. I find that the majority of women I work with can pinpoint if an email platform OR a client management platform is their next best step.
My other favorites right now are:
Descript - an online transcription service that I use to pull text directly from my podcast interviews + Zoom recordings. (
free trial here)
ChatGPT - I know there are a lot of feelings on this one - but I can do a coaching call via Zoom, create a transcript with Descript, and chat will create the to do list for both myself and my client - and that is efficiency in motion. I’m content to use this tool for as long as I feel like it’s supporting my business and clients.
And the remainder of my Tech Stack is made up of these work horses:
Google Workspace (email + storage)
Gusto (payroll -
cash bonus with this link)
Slack - team + community messaging
Zoom - video calls
Vimeo - video editing
Canva - anything marketing
Skip Funding - grant funding tracker (
start here)
ShowIt - website builder (
get your first month free)
If there are other platforms or services you’re looking for - let me know. I’ve probably paid for it at some point, or have worked with a client who has. Happy to answer any specific questions via email!
Cheering you on -
Erika