1. A method in a virtualization platform for configuring one or more virtual machines on the virtualization platform, the method comprising operating a computer processor of the virtualization platform to perform steps of: receiving configuration information which specifies a configuration of one or more virtual machines; deploying a first virtual machine on the virtualization platform based on the configuration information; identifying, by a service provisioning component in the virtualization platform, and external to the first virtual machine, from the configuration information, a software service including functionality to be consumed by application software installed on the first virtual machine prior to booting the first virtual machine; identifying, by the service provisioning component, a provider of the software service in a provider database, wherein the provider is remote from the first virtual machine; receiving, at the service provisioning component prior to booting the first virtual machine, service provisioning information from the provider of the software service, the service provisioning information including information for accessing the software service upon execution of the application software within the first virtual machine after booting the first virtual machine; providing the service provisioning information to the first virtual machine while booting the first virtual machine prior to execution of the application software; generating runtime information to configure the first virtual machine during boot, the runtime information including the service provisioning information; storing the runtime information in a data store accessible by first virtual machine during boot; and booting the first virtual machine.