I haven't verified this yet. The following seems to tell me how to add a shortcut in Visual Installer.

I finally figured out how to do this with Visual Studio Installer (VSI). To complete this procedure, you will need to download the Windows Installer SDK from Microsoft.

Start Menu Programs Icon: Open your VSI project and its File System property page. Right click on the page > Add Special Folder > Custom. Change the name to ProgramMenuFolder. This folder represents Start menu > Programs on the target machine. Add sub folders or icons as needed.

All Users Installation: This is the one that requires the database editor, Orca, from the WI SDK. After installing the SDK, go to the SDK installation folder, Tools folder. Install Orca.msi. Create your program's .msi file and open it in Orca. In the left pane, find and click the Property table. In the right pane, scroll to the end of the list, right-click on an empty row and select Add Row. In the dialog, set Property = ALLUSERS and Value = 1, click Ok, then click File menu > Save.

http://xrl.us/n2j (Link to groups.google.com)