Couple of suggestions ...
- just because vs2011 is the new kid, doesn't mean you have to throw the old kids away? Our build system still supports some 2003 builds
- Have a look at what the previous MSI was doing with
Orca[
^] - pay particular attention to the
CustomAction[
^] and
InstallExecuteSeq[
^] tables - review the docs for
Custom Actions[
^] and apply to
WiX[
^]