PLEASE is a new workshop series that focuses on exploring the present and the future of Software Product Line Engineering (SPLE) techniques. The goal of the workshop is to bring together researchers and practitioners with special interest in SPLE in order to discuss ongoing research and new ideas for advancing the field. The workshop's main theme, Beyond Product Lines, focuses on the adaptation of SPLE to dynamic settings in which neither the goal nor the organizational structure is stable. We seek to foster exchange of ideas, techniques, and approaches with the broader software engineering community. In a special session of this year's edition, we examine how to leverage existing research by discussing synergy opportunities with members of the Software Clones community. The first edition of PLEASE is held in conjunction with the 32st International Conference in Software Engineering (May 2 - 8, 2010. Cape Town, South Africa). © 2010 ACM.