Hello,
I have 9+ years of experience in WIX, NSIS, InstallShield and Advance Installer and I have prepared more than 50 installers on Elance, Upwork and Freelancer. Please check out my profile and projects I have executed. I have handled projects which are of easy, medium and high complexity.
For your requirement, we need to create a NSIS script which will install IIS, SQL Server, Windows Services, Virtual Directories, execute database script etc. (depending on what is applicable to your overall design). NSIS script will generate an exe file which will not be easily decoded by client so it is also secure from that standpoint.
I can also setup a demo of existing installer work if required. Please let me know if you have any questions.
Regards,
Vighnesh
GenesisBuzz