New Post: Running installed program after Install

var project = new ManagedProject("My Product",
                  new Property("EXECUTEATE_THE_APP", "no"),
                  ...
project.DefaultDeferredProperties += ",EXECUTEATE_THE_APP";
...
//in cutom dialog set EXECUTEATE_THE_APP variable
...
staticvoid project_AfterInstall(SetupEventArgs e)
{
    if (e.IsInstalling && e.session.Property("EXECUTEATE_THE_APP") != "no")
    {
        var app = System.IO.Path.Combine(e.Session.Property("INSTALLDIR"), 
                                        @"My Company\My Product\product.exe");
        Process.Start(app, "/install");
    }
}