Today's organisations demand new business models for value creation and innovation. Such business models require collaboration with customers and vendors in agile and flexible networks. To realise such networks, organisations are embracing service oriented models and architectures, using e-services for business communication. A major issue for a service oriented organisation is to design and offer e-services that are adapted to the needs, wants, and requirements of customers and vendors. This is a challenging task as different customer groups and vendors will have different requirements, which may vary over time, resulting in a large number of e-services. In this paper, we suggest enterprise models as being adequate instruments for design and maintenance of e-services. More specifically, we propose an approach for designing e-services based on value and goal models. Such models will ensure that the constructed e-services will satisfy the needs and wants of customers. A project from the Swedish health care sector is used to demonstrate and evaluate the proposed approach.