You can really do any approach. If this is really one big project that you always want to create and release at the same time, a multi-module project is suitable. You would set it like this:
pom project (top level project that would define all of the modules)
jar project (project-services)
war project (project-web)
war project (project-web-services)
project-standalone (wasn't sure if this was a jar, or just some scripts, etc)
So, you just create and release the root project, and it will take care of all the additional modules for you. They can have dependencies on each other (just be careful with circular dependencies). And you will almost certainly want to go.
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