Basic WiX "Launch app after install" example

<?xml version="1.0" encoding="UTF-8"?>
<Wix xmlns="http://schemas.microsoft.com/wix/2006/wi">
  <Product Id="*"
           UpgradeCode="{93BD0BB0-C4D8-497F-B27C-C79E535F3163}"
           Version="1.0.0.0"
           Language="1033"
           Name="myapplication"
           Manufacturer="Acme Inc">
    <Package InstallerVersion="300" Compressed="yes"/>
    <Media Id="1" Cabinet="myapplication.cab" EmbedCab="yes" />

    <!-- The following three sections are from the How To: Add a File to Your Installer topic-->
    <Directory Id="TARGETDIR" Name="SourceDir">
      <Directory Id="ProgramFilesFolder">
        <Directory Id="APPLICATIONROOTDIRECTORY" Name="My Application Name"/>
      </Directory>
    </Directory>

    <DirectoryRef Id="APPLICATIONROOTDIRECTORY">
      <Component Id="myapplication.exe" Guid="{D8AC590C-C7BA-48BE-8DCE-59535D521DE7}">
        <File Id="myapplication.exe" Source="..\myapplication\bin\release\myapplication.exe" KeyPath="yes" Checksum="yes"/>
      </Component>
    </DirectoryRef>

    <Feature Id="MainApplication" Title="Main Application" Level="1">
      <ComponentRef Id="myapplication.exe" />
    </Feature>

    <!-- Step 2: Add UI to your installer / Step 4: Trigger the custom action -->
    <UI>
      <UIRef Id="WixUI_Minimal" />
      <Publish Dialog="ExitDialog"
          Control="Finish"
          Event="DoAction"
          Value="LaunchApplication">WIXUI_EXITDIALOGOPTIONALCHECKBOX = 1 and NOT Installed</Publish>
    </UI>
    <Property Id="WIXUI_EXITDIALOGOPTIONALCHECKBOXTEXT" Value="Launch My Application Name" />

    <!-- Step 3: Include the custom action -->
    <Property Id="WixShellExecTarget" Value="#myapplication.exe" />
    <CustomAction Id="LaunchApplication"
        BinaryKey="WixCA"
        DllEntry="WixShellExec"
        Impersonate="yes" />
  </Product>
</Wix>