For simple scenario, I should just deploy console app and it just works.  Meaning, it might be better to not require this run.cmd but rather heuristic search based on exe/bat/cmd/sh/js/py/rb/... under wwwroot and its sub-folders (analogous to default document in html world).  If there are multiple of such, we could either fail ambiguous or simply pick one in deterministic manner.  User can customize by provide expicit run.cmd at the root or AppSettings to point to the designated exe/script.