Software Deployment

Hi all.. I'm wondering: in the near future, i'm having to repackage an app without a normal installer. Just a bunch of files with probably /some/ registry settings. Some files have to be placed in the user profile, there are probably some CU keys aswell..
Normally i would use the main executable of the program to trigger a self repair (advertised shortcut) of the current user components to set the CU keys and place the files per user, however, since there is no "main executable" in the package, this isn't an option. Since the files are mainly html files, i'm wondering on how to go about this. Is there a way to have the MSI heal it's current user feature without an advertised entry point? Most files are addins to other programs, therefore advertised entry point is not an option i think. Or is active setup the way to go in this scenario? Thanks!