If you do not want to have Resellers and just want to have customers and Hosting plans, then you can instead sell directly to customers.
Simply set yourself up with a single reseller account and sell via this. You will need to set up billing gateways for your users, via this new reseller account. It would be recommended to set up this reseller account to have unlimited resources so that you don't need to adjust it at a later date.
You can just use the admin account can then be used for setting up servers and services.
For more information, consult the Helm Reseller Guide for information on setting up hosting plans and users: