These are the slides of my talk at Code Generation 2010. I share my experiences during the development of a Model-Driven Software Factory. This factory is based on multiple Domain-Specific Languages (DSLs), together describing a Service-Oriented Business Application. All DSLs have a graphical concrete syntax and are aimed at involving domain experts in the software development process. The factory has been used for many projects in the last five years and its user base is growing fast.