I have a .bat file that executes the following when I want to play Dota on dota-league:
@echo offcd C:\Program Files\Games\Warcraft III\DGNstart DotAClient.execd..start inventory.exe"Frozen Throne.exe"
In the folder "C:\Program Files\Games\Warcraft III\DGN" I have the DotaClient and in the folder under it "C:\Program Files\Games\Warcraft III" I have Frozen Throne and an inventory add-on. With the command "cd.." (without "") I can go one folder down in dos and it also works when coding.
My point here is, that in most cases you don't (but to be sure you usually can) need to add start in front of the application you're executing and especially if the application has two words cut the start and just add "program name .exe" and it will execute it.
Hope this helps.