How to set a new homing position using software and/or slicer without changing hardware end-stop?
The Y-Max setting does not help, because it is the software end stop for the  other end of the axis.

The Y Home position also doesn't help as it only changes the coordinate that the printer assumes for when it hits the home position. That is used for printers (like deltas) that home to the max end switches.

What could help is a little bit of G-Code right after the Homing. The Homing is a G28. Just add a G1Y10 after that. That will move your Y Axis 10 mm right after homing. So it will then be in the position that you want. If you then add a G92 then this position will become the home position for the print. So adding these two lines should fix it. Cura lets you edit these start G-Codes so that it then will automatically add the modified codes to all your prints.

You can also try a G10 (with a firmware that supports it.

For Details on G-Codes see:  http://reprap.org/wiki/Gcode