For a tank around 35g, Id use an AC110 for a filter, take out the basket and all the media so you have just a big empty filter. Fill it with Live Rock rubble (which can either be purchased or you can take a piece of Live rock and smash it) and a bag of Chemipure (
http://www.petsolutions.com/Chemi-Pure+I19916705+C99999.aspx ) I also like to make a grate out of the filter basket by cutting it to fit the area where the water flows out and use silicone or super glue gel to hold it in place. This makes it so none of the filter floss spills into the display. Also with the ac110, you can buy a small light and make it into a refugium. I believe coralife makes a 12" power compactr 9w light (may be 18"), but I'll look into it some more. You can then fill the ac110 with various types of macroalgae such as Chaetomorphic algae (which is most commonly used because it won't reproduce and take over your display) For now, the live rock, Chemipure, and filter floss will do just fine.
As for a heater, use whatever you please, probably around 200w would be fine, I like the Stealth heaters (
http://www.petsolutions.com/Visi-Therm-Stealth-Submersible-Heaters+I51303053+C1021.aspx )
Lighting really depends on a lot of things, so answer these questions if you dont mind:
1. What kind of corals do you wish to keep?
2. How Long is your tank?
I would also recommend an Aqua-C Remora protein skimmerm for a tank that size, definatly gives you some wiggle room when it comes to cleaning the tank!
All in all, dont skimp on reef equipment. If your serious about it, you'll end up replacing it in the future anyways!
-LJ