The glib answer is to have a custom action that runs these executables, but
VS setups care about the exitcode of custom action executables, so you'd
need to test to ensure that running them doesn't cause the installation to
roll back. The alternative is to install these executables and have use a
custom action that locates and runs them and waits for them to finish so
that you're not running them directly. Another approach is to use a launcher
that runs them, and then runs the MSI file.