Self-Service Tier with Device Rental

Summary

Selora Homes is introducing a new $9/month Self-Service tier that includes a pre-configured SeloraBox smart hub shipped directly to customers. This tier provides a turnkey Home Assistant experience without ongoing technical support — bridging the gap between fully DIY setups and our premium professionally-installed and supported offerings.

The device ships pre-installed with Home Assistant and is ready to use once activated by the customer. The hub remains a rental (included in the monthly subscription) and must be returned upon cancellation.

This tier serves as an entry point into the Selora ecosystem, allowing homeowners to experience a managed Home Assistant device with the option to upgrade to a supported plan later.

Goals

• Lower the barrier to entry for homeowners interested in Home Assistant but unwilling to source and configure hardware themselves.
• Create a scalable acquisition channel that doesn’t depend on the installer network.
• Simplify maintenance by owning the full device lifecycle. Shipping a known, standardized hardware configuration reduces variability, makes remote diagnostics easier, and ensures consistent OS/firmware updates across the fleet.
• Establish a device logistics pipeline (supply chain, identity verification, shipping) that supports future hardware-included tiers.
• Generate recurring revenue at scale with a lightweight operational footprint (no support obligation on this tier).

Updated Pricing Model

Introduce the new tier, and include the device in the other plans.

Scope & Workstreams

1. Supply Chain — Device Procurement, Pre-installation & Fulfillment

Establish a reliable pipeline for sourcing SeloraBox hardware, pre-installing Home Assistant, and shipping devices to customers.

Key tasks:

• Select and finalize hardware vendor/supplier for SeloraBox units at scale.
• Define the pre-installation process: OS image flashing, Home Assistant pre-configuration, device activation flow, and quality assurance checklist.
• Choose a fulfillment partner or define an in-house shipping workflow (packaging, labeling, tracking).
• Determine inventory strategy: build-to-order vs. maintain buffer stock.
• Define the device return/refurbishment process for cancellations.
• Establish unit economics: per-device COGS, shipping cost, breakeven timeline per subscriber.

Open questions:

• What is the target hardware BOM cost per unit?
• Do we handle fulfillment internally (initially) or partner with a 3PL from day one?
• What is the expected return rate, and how do we handle refurbishment?
• What is the minimum subscription commitment before the device cost is recovered?
• Offer to purchase the device for people who want to cancel subscription but continue to use their Home Assistant as it?

2. Customer Identity Verification

Implement an identity verification step before shipping a physical device to mitigate fraud and ensure safe delivery. The experience should be modeled after services like Affirm’s identity verification (https://helpcenter.affirm.com/s/article/my-identity-needs-to-be-verified).

Key tasks:

• Evaluate and select an identity verification provider (e.g., Persona, Stripe Identity, Jumio, Socure).
• Define the verification flow within the sign-up/checkout process:
  • Collect name, address, date of birth.
  • Verify identity via document upload (ID/driver’s license) or knowledge-based authentication.
  • Handle edge cases: verification failures, manual review queue, retry limits.
• Ensure compliance with applicable privacy regulations (PIPEDA for Canada, state-level US privacy laws).
• Define fraud thresholds and risk scoring to flag suspicious sign-ups.
• UX design for the verification step — must be low-friction and mobile-friendly.

Open questions:

• What level of verification is appropriate for a $9/mo product? Full KYC vs. lightweight check?
• Do we hold a payment method on file as an additional safeguard (e.g., pre-auth or deposit)?
• How do we handle customers who fail verification?

3. Website Updates

Update the Selora Homes website to reflect the new pricing structure and clearly communicate the Self-Service tier offering.

Key tasks:

• Redesign the pricing page to present the tiered model (Self-Service / Supported / Pro).
• Create a dedicated landing page or section for the $9/mo Self-Service tier highlighting: what’s included, how the device ships, activation flow, and upgrade path.
• Update the sign-up/checkout flow to integrate:
  • Tier selection.
  • Shipping address collection.
  • Identity verification step.
  • Stripe subscription creation.
• Update FAQ and support documentation to cover the Self-Service tier (self-serve, no support included, device rental terms, return policy).
• SEO and metadata updates for new tier pages.

4. Stripe Billing Setup

Create and configure the $9/mo subscription plan in Stripe, including device rental logic.

Key tasks:

• Create the Self-Service product and $9/mo recurring price in Stripe.
• Define subscription lifecycle:
  • Trial period (if any).
  • Grace period for failed payments before device recall.
  • Cancellation flow and device return enforcement.
• Implement webhook handling for subscription events (created, payment failed, canceled, etc.) integrated with the SeloraBox activation/deactivation system.
• Determine whether to hold a deposit or pre-authorize a charge for the device.
• Coordinate with identity verification — subscription should only activate after verification passes.
• Test the full billing cycle end-to-end in Stripe test mode.

Open questions:

• Do we charge a deposit or setup fee to offset device shipping costs?
• What’s the minimum commitment period (if any) to prevent churn before breakeven?
• How do we handle device recall for non-payment?

5. Communications & Launch Marketing

Plan and execute the communication strategy for the tier launch.

Key tasks:

• Draft announcement content:
  • Email campaign to existing waitlist / leads.
  • Blog post or press release announcing the new tier.
  • Social media posts (LinkedIn, Reddit r/homeassistant, X/Twitter).
• Create onboarding email sequence for new Self-Service subscribers:
  • Welcome + shipping confirmation.
  • Device activation guide.
  • Tips for getting started with Home Assistant.
  • Upgrade prompt (introduce supported tiers after 30/60/90 days).
• Update existing marketing materials and pitch decks to reflect the new pricing model.
• Prepare a Reddit launch post strategy (organic, community-first messaging).
• Consider a launch promotion (e.g., first month free, waived setup).

Dependencies

• SeloraBox activation system must support remote provisioning for devices shipped to customers (vs. installer-configured).
• Stripe account must be configured for subscription billing with metered/usage-based add-ons if needed later.
• Identity verification vendor contract must be in place before accepting orders.
• Legal review of device rental terms, return policy, and identity verification data handling.

Risks

Success Metrics

• Number of Self-Service subscribers in first 90 days.
• Device ship-to-activation rate (% of shipped devices that get activated).
• Churn rate at 30/60/90 days.
• Upgrade rate from Self-Service to Supported tier.
• Identity verification pass rate and average verification time.
• Customer acquisition cost (CAC) for the Self-Service tier vs. installer channel.