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Model-driven engineering (MDE) and product line engineering (PLE) will influence the future of software development and increase the automation of application development. End user development (EUD) is an emerging paradigm where end users create and adapt systems themselves. To leverage MDE and PLE for EUD in small domains, we introduce a simple software production line that allows domain engineers to easily set up product line member instantiation environments for end users. The main contribution of our work is SimPL-the production line tools. SimPL consists of a graphical editor to model the concrete products and a code generator to produce the corresponding software, both based on a single product line specification. In this paper, we describe the concepts and processes incorporated in SimPL and a case study of successful employment.