Firstly, I would use a DSL when the problem domain your developing against is a widely well known domain, and some business experts of that domain have already went through great lengths to build such a DSL so that you wouldn't have to go through the lengths yourself to solve all the problems they have already figured out.
If you're thinking of creating a DSL, I would consider doing so if your business is done in a very particular area, and you spend the majority of your time focusing in a specific problem domain. If you bounce around doing applications for multiple problem domains, then I wouldn't advise taking that approach.
For example, if your business is soley in building tax applications, it might be a good idea to build a tax system DSL. This would allow your language not only to be useable by you in your various tax applications, but it would also be marketeable (useable) by other businesses in your industry that want to do similar things that you're accomplishing.
Of course, you have to weight the costs/benefits of building a DSL vs a framework on top of an already existing language.