You want to set JVM args for the Maven application (such heap memory).
The solution:
On a Linux/Unix machine the "mvn" command will use a shell variable "MAVEN_OPTS" to pass in options. This is useful if you want to give Maven more memory. In your .profile or .bash_profile put a line like this in:
export MAVEN_OPTS=-Xmx1024mNow every time you run "mvn" you will have up to 1024 megs of heap space! Use this to set other JVM arguments.