Create an Elements.xml file in the SimpleFormToolbarButton folder that points to an .aspx file, such as the following, which uses the CustomAction element to define the custom action.
<Elements xmlns="http://schemas.microsoft.com/sharepoint/">
<CustomAction Title="Simple"
Sequence="10"
RegistrationType="List"
RegistrationId="104"
Location="EditFormToolbar"
Id="Simple Toolbar">
<UrlAction Url="/_layouts/SampleUrl.aspx" />
</CustomAction>
</Elements>