Here are a few steps to take to troubleshoot this issue:
Confirm the App Runs Normally To make sure there's nothing wrong with the application or installation, perform a cold boot of your system (reset or power-cycle the board), then confirm that the application will launch from "\FlashFX Disk\Startup\" when you double-tap it.
Confirm that EXE Launching is Enabled If it appears that your application is launching correctly when you double-tap it in the startup folder, next make sure that your system enables launching of EXEs at startup. The standard system registry sets the LaunchEXE registry key to "1", but there's a chance it's disabled in your adsload.reg. See topic 227 for details.
If you still can't get your app to launch at startup, let us know which build of CE you are using. The only 4.10 build we have posted for the Bitsy is 4.10.12 (listed as 4.12 in the build selector), but I want to make sure.
Let us know what you find.
p.s. I've moved your post from the "CE Downloads and Documents" forum to the "General CE" forum.