Add self-serve to docs (#3317)

We are enabling users to sign up for Chainguard as customers themselves
and are calling it "self-serve".

Because it will eventually cover many (all?) of our products, I have put
the new page at the top of the product section of the documentation.

There will eventually be a need for images in the page, which requires
that the page be in a directory, so that's how that happened.

This is rudimentary at the moment as the only way this can be done is
via some new `chainctl` commands. This is also a pretty urgent request,
so it isn't yet refined. This is truly the traditional open source MVP
that will evolve and improve over time.

Fixes chainguard-dev/internal#5842 but there
will certainly be a newer issue created next week once Matthew meets
with people working on the project and we move forward. This is baby
step number one.

Author: matthewhelmke

content/chainguard/self-serve/_index.md

@@ -0,0 +1,10 @@
+---
+title : "Self-serve"
+lead: ""
+description: "How to sign yourself up for Chainguard products"
+type: "article"
+date: 2026-05-12T01:00:01+00:00
+lastmod: 2026-05-12T01:00:01+00:00
+draft: false
+weight: 005
+---

content/chainguard/self-serve/overview.md

@@ -0,0 +1,87 @@
+---
+title : "Self-serve overview"
+lead: ""
+description: "Signing yourself up for Chainguard products"
+type: "article"
+date: 2026-05-12T01:00:01+00:00
+lastmod: 2026-05-12T01:00:01+00:00
+draft: false
+weight: 010
+---
+
+**Self-Serve** is a general term to capture all forms of users
+being able to Chainguard products (images etc.) on their own
+without any direct help or involvement of Chainguard employees.
+
+**Catalog Starter** refers to a specific plan that enables users
+to self-serve up to 5 images for free.
+
+The Catalog Starter plan has the following restrictions:
+
+You must be authenticated with a business email address using one of the following:
+
+- Email and password
+- Google (only if your business uses a Google Workspace account)
+
+Other limitations include:
+
+- Only a maximum of 5 Chainguard Images can be used
+- Only images from the following tiers are available:
+  - AI
+  - APPLICATION
+  - BASE
+- No access to nested UIDP image repos, such as Helm charts
+
+## Sign up with `chainctl`
+
+The current method for signing up is with `chainctl`.
+
+To begin, sign up with a brand new account (identity)
+using the following interactive command:
+
+```shell
+chainctl starter init
+```
+
+This will require selection of a valid authentication option:
+
+```shell
+    Choose an identity provider to login to Chainguard
+
+  > Email and password
+    Google
+```
+
+Use the arrow keys and click 'Enter' to select either, which will launch a browser window to the Chainguard console to complete sign-up.
+
+## Add images
+
+You can see which images are available [using the Chainguard Directory](chainguard/chainguard-images/how-to-use/chainguard-directory/), but remember the images available are limited to the tiers mentioned above.
+
+To add one or more images, run the following command, substituting the desired image names for the variables:
+
+```shell
+chainctl starter add-images $IMAGE1 [$IMAGE2]
+```
+
+After the Chainguard system has processed your request, the image(s) will be accessible. This can take up to a few hours. When available, you will be able to pull the images like this, replacing `$ORGANIZATION` with your organization's name and `$IMAGE` with the desired image's name.
+
+```shell
+docker pull cgr.dev/$ORGANIZATION/$IMAGE:latest
+```
+
+## Find status
+
+To show the status of your catalog starter organization, including the registry path, account provisioning status, image quota usage, and per-image readiness, use:
+
+```shell
+chainctl starter status
+```
+
+## Add additional users
+
+To request access for additional users for your organization, use:
+
+```shell
+chainctl starter request-access
+```