ServiceInstall does not successfully start mywindowsservice

Question

I am trying to create a WIX installer that will install a Windows Service. For the Windows service, I create a service exactly how it's outlined http://tech.pro/tutorial/895/creating-a-simple-windows-service-in-csharp.

In my wxs installer file, I have the following markup specified -

    <Component Id="MyCompanyWindowsServiceComponent" Guid="*">
       <File Id="MyCompanyWindowsServiceFile" Name="SimpleWindowsService.exe" DiskId="1"
          Source="..\SimpleWindowsService\bin\debug\SimpleWindowsService.exe"/>
          <ServiceInstall Id="MyCompanyServiceInstall" Type="ownProcess" Vital="yes"
                    Name="MyCompany:MyProduct"
                    DisplayName="MyCompany:MyProduct"
                    Description="MyCompany Windows Service"
                    Start="auto"
                    Account="LocalSystem"
                    ErrorControl="critical"
                    Interactive="yes"/>
          <ServiceControl Id="StartService"
                    Start="install"
                    Stop="both"
                    Remove="uninstall"
                    Name="MyCompany:MyProduct"
                    Wait="no"/>
    </Component>

and I have the component referenced like -

    <Feature Id="Complete" Level="1">
    ::
        <ComponentRef Id="MyCompanyWindowsServiceComponent"/>
    </Feature>

When I finally run my installer, I see the file has been copied to the right location but the service itself hasn't been started.

What am I missing?

Regards