First, you have to install srvany as a service
instsrv [servicename] [path]\srvany.exe
then edit this registry key to specify the program you wish to start:
HKLM\SYSTEM\CurrentControlSet\Services\[servicename]
add the key "Parameters" of type "REG_SZ" and type in the value Your program's file name.
Doing that you'll be able to see in your services list the new [servicename], and you can choose to start it automatically with Windows using a particular account.