If you open up the Panel Tool, you can see what render queues your draw calls end up with. "Start at" means the draw calls will begin at the number specified, and go up from there. So if you have 3 separate draw calls underneath your UIPanel (for example an atlas, dynamic font, and a UITexture), and you chose the "start at" to be 4000, you will end up with draw calls 4000, 4001, and 4002.
Sort order is used by the Unity's 2D system. It's not something you should worry about unless you are mixing Unity 2D and NGUI underneath the same camera.