Option to Purchase
                                                                    _______Units


                        HEURISTIC DEVELOPMENT GROUP, INC.
                              Unit Purchase Option
                         Dated: _____________ ___, 1997


     THIS CERTIFIES THAT D.H. BLAIR INVESTMENT  BANKING CORP.  (herein sometimes
called the "Holder") is entitled to purchase from HEURISTIC  DEVELOPMENT  GROUP,
INC., a Delaware corporation  (hereinafter called the "Company"),  at the prices
and     during     the     periods     as     hereinafter     specified,      up
to___________________________ (_______) Units ("Units"), each Unit consisting of
one share of the Company's  Common  Stock,  $.01 par value,  as now  constituted
("Common  Stock"),  one Class A warrant  ("Class  A  Warrants")  and one Class B
warrant  ("Class B Warrants").  Each Class A Warrant is  exercisable to purchase
one share of Common Stock and one Class B Warrant at an exercise  price of $6.50
from _______, 1997 to _______ , 2002, and each Class B Warrant is exercisable to
purchase one share of Common Stock at an exercise  price of $8.75 until _______,
2002. The Class A Warrants and Class B Warrants are herein collectively referred
to as the "Warrants."

     The Units have been registered under a Registration Statement on Form SB-2,
(File No.  333-_______  ) declared  effective  by the  Securities  and  Exchange
Commission on _____, 1997 (the "Registration Statement").  This Option, together
with  options  of  like  tenor,  constituting  in  the  aggregate  options  (the
"Options") to purchase  120,000 Units,  subject to adjustment in accordance with
Section 8 of this Option (the "Option Units"), was originally issued pursuant to
an underwriting  agreement between the Company and D.H. Blair Investment Banking
Corp., as underwriter (the  "Underwriter")  in connection with a public offering
(the   "Offering")  of  1,200,000   Units  (the  "Public   Units")  through  the
Underwriter, in consideration of $120 received for the Options.

     Except as specifically  otherwise provided herein, the Common Stock and the
Warrants  issued pursuant to the option herein granted (the "Option") shall bear
the same terms and  conditions as described  under the caption  "Description  of
Securities" in the Registration Statement, and the Warrants shall be governed by
the  terms  of the  Warrant  Agreement  dated  as of  _____,  1997  executed  in
connection with such public offering (the "Warrant Agreement"),  and except that
(i) the holder shall have registration  rights under the Securities Act of 1933,
as amended  (the  "Act"),  for the  Option,  the Common  Stock and the  Warrants
included in the Option  Units,  and the shares of Common  Stock  underlying  the
Warrants,  as more  fully  described  in  Section 6 of this  Option and (ii) the
Warrants  issuable  upon exercise of the Option will be subject to redemption by
the Company  pursuant to the Warrant  Agreement at any time after the Option has
been exercised and the Warrants underlying the Option Units are outstanding. Any
such  redemption  shall be on the same  terms  and  conditions  as the  Warrants
included in the Public Units (the "Public Warrants"). The Company will





list the Common Stock  underlying  this Option and, at the Holder's  request the
Warrants,  on the Nasdaq  National  Market,  the Nasdaq Small Cap Market or such
other  exchange  or market as the Common  Stock or Public  Warrants  may then be
listed  or  quoted.  In the event of any  extension  of the  expiration  date or
reduction of the exercise price of the Public Warrants,  the same changes to the
Warrants included in the Option Units shall be simultaneously effected.

     1. The rights  represented by this Option shall be exercised at the prices,
subject  to  adjustment  in  accordance  with  Section  8 of this  Option  ("the
"Exercise Price"), and during the periods as follows:

          (a) During the period from _______ , 1997 to _______,  1998 inclusive,
     the Holder  shall have no right to  purchase  any Option  Units  hereunder,
     except  that in the event of any  merger,  consolidation  or sale of all or
     substantially all the capital stock or assets of the Company or in the case
     of any statutory exchange of securities with another corporation (including
     any exchange  effected in connection  with a merger of another  corporation
     into the  Company)  subsequent  to _______,  1998 the Holder shall have the
     right to exercise this Option and the Warrants included herein at such time
     and receive the kind and amount of shares of stock and other securities and
     property  (including cash) which a holder of the number of shares of Common
     Stock underlying this Option and the Warrants included in this Option would
     have owned or been  entitled  to receive  had this  Option  been  exercised
     immediately prior thereto.

          (b) Between _______, 1998 and _______,2002 inclusive, the Holder shall
     have the option to purchase  Option Units hereunder at a price of $6.00 per
     Unit. For purposes of the adjustments under Section 8 hereof, the Per Share
     Exercise Price shall be deemed to be $6.00,  subject to further  adjustment
     as provided in such Section 8.

          (c) After  _________,  2002 the Holder shall have no right to purchase
     any Units hereunder.

     2. (a) The rights  represented  by this Option may be exercised at any time
within the period above specified,  in whole or in part, by (i) the surrender of
this Option (with the purchase form at the end hereof properly  executed) at the
principal executive office of the Company (or such other office or agency of the
Company as it may designate by notice in writing to the Holder at the address of
the  Holder  appearing  on the books of the  Company);  and (ii)  payment to the
Company of the  exercise  price  then in effect  for the number of Option  Units
specified in the  above-mentioned  purchase form together with applicable  stock
transfer taxes,  if any. This Option shall be deemed to have been exercised,  in
whole or in part to the  extent  specified,  immediately  prior to the  close of
business  on the  date  this  Option  is  surrendered  and  payment  is  made in
accordance  with the  foregoing  provisions of this Section 2, and the person or
persons in whose name or names

                                       -2-





the  certificates for shares of Common Stock and Warrants shall be issuable upon
such exercise  shall become the holder or holders of record of such Common Stock
and Warrants at that time and date.  The  certificates  for the Common Stock and
Warrants so purchased  shall be  delivered to the Holder as soon as  practicable
but not later  than ten (10) days after the rights  represented  by this  Option
shall have been so exercised.

          (b) At any time during the period above  specified,  during which this
Option may be exercised, the Holder may, at its option, exchange this Option, in
whole  or in part (an  "Option  Exchange"),  into the  number  of  Option  Units
determined in accordance with this Section (b), by  surrendering  this Option at
the  principal  office of the  Company  or at the  office of its stock  transfer
agent,  accompanied  by a notice  stating  such  Holder's  intent to effect such
exchange,  the number of Option  Units into which this Option is to be exchanged
and the date on which the Holder  requests that such Option  Exchange occur (the
"Notice  of  Exchange").  The  Option  Exchange  shall  take  place  on the date
specified  in the  Notice  of  Exchange  or, if  later,  the date the  Notice of
Exchange is received by the Company (the "Exchange Date").  Certificates for the
shares of Common Stock and Warrants  issuable upon such Option  Exchange and, if
applicable,  a new Option of like  tenor  evidencing  the  balance of the Option
Units remaining subject to this Option,  shall be issued as of the Exchange Date
and delivered to the Holder within seven (7) days  following the Exchange  Date.
In connection with any Option Exchange, this Option shall represent the right to
subscribe  for and  acquire  the  number of Option  Units  (rounded  to the next
highest integer) equal to (x) the number of Option Units specified by the Holder
in its Notice of Exchange up to the maximum  number of Option  Units  subject to
this option (the "Total  Number")  less (y) the number of Option  Units equal to
the  quotient  obtained by dividing  (A) the product of the Total Number and the
existing Exercise Price by (B) the Fair Market Value.  "Fair Market Value" shall
mean first,  if there is a trading  market as indicated in Subsection  (i) below
for the  Units,  such  Fair  Market  Value of the  Units and if there is no such
trading  market in the Units,  then Fair  Market  Value  shall have the  meaning
indicated in Subsections  (ii) through (v) below for the aggregate  value of all
shares of Common Stock and Warrants which comprise a Unit:

          (i) If the  Units are  listed on a  national  securities  exchange  or
     listed or admitted  to  unlisted  trading  privileges  on such  exchange or
     listed for trading on the Nasdaq  National  Market or the Nasdaq  Small Cap
     Market,  the Fair Market  Value  shall be the average of the last  reported
     sale prices or the average of the means of the last  reported bid and asked
     prices,  respectively,  of the Units on such  exchange  or  market  for the
     twenty  (20)  business  days ending on the last  business  day prior to the
     Exchange Date; or

          (ii)  If the  Common  Stock  or  Warrants  are  listed  on a  national
     securities  exchange or admitted to  unlisted  trading  privileges  on such
     exchange or listed for trading on the Nasdaq  National Market or the Nasdaq
     Small Cap Market,  the Fair  Market  Value shall be the average of the last
     reported  sale prices or the average of the means of the last  reported bid
     and asked prices, respectively, of Common Stock

                                       -3-





     or Warrants,  respectively,  on such exchange or market for the twenty (20)
     business days ending on the last  business day prior to the Exchange  Date;
     or

          (iii) If the Common Stock or Warrants are not so listed or admitted to
     unlisted trading privileges,  the Fair Market Value shall be the average of
     the means of the last  reported bid and asked prices of the Common Stock or
     Warrants,  respectively,  for the twenty (20)  business  days ending on the
     last business day prior to the Exchange Date; or

          (iv) If the  Common  Stock is not so listed or  admitted  to  unlisted
     trading  privileges and bid and asked prices are not so reported,  the Fair
     Market Value shall be an amount, not less than book value thereof as at the
     end of the most  recent  fiscal  year of the  Company  ending  prior to the
     Exchange Date, determined in such reasonable manner as may be prescribed by
     the Board of Directors of the Company; or

          (v) If the Warrants are not so listed or admitted to unlisted  trading
     privileges, and bid and asked prices are not so reported for Warrants, then
     Fair  Market  Value  for the  Warrants  shall  be an  amount  equal  to the
     difference  between (i) the Fair Market Value of the shares of Common Stock
     and Warrants  which may be received upon the exercise of the  Warrants,  as
     determined herein, and (ii) the Warrant Exercise Price.

     3. Neither this Option nor the underlying  securities shall be transferred,
sold, assigned,  or hypothecated for a period of one year commencing except that
they may be  transferred  to  successors  of the Holder,  and may be assigned in
whole or in part to any  person  who is an  officer  of the  Holder,  any member
participating  in the selling  group  relating to the Offering or any officer of
such selling group member.  Any such assignment  shall be effected by the Holder
(i) executing  the form of  assignment  at the end hereof and (ii)  surrendering
this Option for  cancellation at the office or agency of the Company referred to
in Section 2 hereof,  accompanied by a certificate  (signed by an officer of the
Holder if the  Holder is a  corporation),  stating  that  each  transferee  is a
permitted  transferee  under this Section 3 hereof;  whereupon the Company shall
issue, in the name or names specified by the Holder (including the Holder) a new
Option or Options  of like tenor and  representing  in the  aggregate  rights to
purchase the same number of Option Units as are purchasable hereunder.

     4. The Company  covenants  and agrees that all shares of Common Stock which
may be issued as part of the Option  Units  purchased  hereunder  and the Common
Stock which may be issued upon exercise of the Warrants will, upon issuance,  be
duly and validly issued,  fully paid and nonassessable and no personal liability
will attach to the holder thereof. The Company further covenants and agrees that
during the periods  within which this Option may be exercised,  the Company will
at all times have  authorized and reserved a sufficient  number of shares of its
Common  Stock to provide  for the  exercise of this Option and that it will have
authorized and reserved a

                                       -4-





sufficient  number of shares of Common Stock for issuance  upon  exercise of the
Warrants included in the Option Units.

     5. This Option  shall not  entitle  the Holder to any voting  rights or any
other rights,  or subject to the Holder to any liabilities,  as a stockholder of
the Company.

     6. (a) The Company shall advise the Holder or its  transferee,  whether the
Holder  holds the Option or has  exercised  the Option and holds Option Units or
any of the securities  underlying  the Option Units,  by written notice at least
two  weeks  prior  to  the  filing  of  any  post-effective   amendment  to  the
Registration  Statement or of any new registration  statement or  post-effective
amendment thereto under the Act covering any securities of the Company,  for its
own account or for the  account of others,  and will for a period of seven years
from the effective date of the Registration  Statement,  upon the request of the
Holder, include in any such post-effective  amendment or registration statement,
such  information as may be required to permit a public  offering of the Option,
all or any of the Option  Units,  the Common  Stock or Warrants  included in the
Option Units or the Common Stock issuable upon the exercise of the Warrants (the
"Registrable Securities"); provided, however, the right of any Holder to include
its Registrable Securities in any such post-effective  amendment or registration
statement may be waived by the written consent of D.H. Blair Investment  Banking
Corp., D.H. Blair & Co., Inc. or J. Morton Davis.

     If any registration  pursuant to this Section 6(a) shall be underwritten in
whole or in part,  the  Company  may  require  that the  Registrable  Securities
requested  for  inclusion  pursuant  to this  Section  6(a) be  included  in the
underwriting on the same terms and conditions as the securities  otherwise being
sold  through the  underwriters.  In the event that the  Registrable  Securities
requested  for  inclusion  pursuant to this Section 6(a) together with any other
shares which have  similar  piggyback  registration  rights (such shares and the
Registrable  Securities being collectively referred to as the "Requested Stock")
would  constitute more than 5% of the total number of shares to be included in a
proposed underwritten public offering,  and if in the good faith judgment of the
managing  underwriter  of  such  public  offering  the  inclusion  of all of the
Requested Stock originally  covered by a request for  registration  would reduce
the  number  of  shares to be  offered  by the  Company  or  interfere  with the
successful  marketing of the shares of stock offered by the Company,  the number
of shares of Requested Stock otherwise to be included in the underwritten public
offering may be reduced pro rata (by number of shares) among the holders thereof
requesting such registration or excluded in their entirety if so required by the
underwriter.  To the extent only a portion of the Requested Stock is included in
the underwritten public offering, those shares of Requested Stock which are thus
excluded from the underwritten public offering shall be withheld from the market
by the holders thereof for a period,  not to exceed 60 days,  which the managing
underwriter   reasonably   determines  is  necessary  in  order  to  effect  the
underwritten public offering.

          (b) If D.H. Blair Investment  Banking Corp., D.H. Blair & Co., Inc. or
J. Morton Davis (the  "Requesting  Holder")  shall give notice to the Company at
any time to the effect that such holder  desires to register  under the Act this
Option,  the Option Units or any of the underlying  securities  contained in the
Option Units under such circumstances that a public

                                       -5-





distribution  (within  the  meaning of the Act) of any such  securities  will be
involved  then the Company  will  promptly,  but no later than three weeks after
receipt  of  such  notice,  file  a  post-effective  amendment  to  the  current
Registration Statement or a new registration statement on Form S-1 or such other
form as the holder requests pursuant to the Act, to the end that the Option, the
Option Units  and/or any of the  securities  underlying  the Option Units may be
publicly  sold  under the Act as  promptly  as  practicable  thereafter  and the
Company  will use its best  efforts  to cause  such  registration  to become and
remain effective  (including the taking of such steps as are necessary to obtain
the removal of any stop order);  provided,  that such holder  shall  furnish the
Company with appropriate  information in connection therewith as the Company may
reasonably request in writing. The Requesting Holder may, at its option, request
the filing of a post-effective  amendment to the current Registration  Statement
or a new  registration  statement  under the Act on one occasion during the four
year  period  beginning  one year from the  effective  date of the  Registration
Statement.  The Requesting Holder may, at its option request the registration of
the Option and/or any of the securities  underlying the Option in a registration
statement made by the Company as  contemplated  by Section 6(a) or in connection
with a request made  pursuant to this Section 6(b) prior to  acquisition  of the
Option Units issuable upon exercise of the Option and even though the Requesting
Holder has not given  notice of exercise of the Option.  The  Requesting  Holder
may, at its option,  request such  post-effective  amendment or new registration
statement  during the  described  period with respect to the Option,  the Option
Units as a unit, or separately as to the Common Stock and/or  Warrants  included
in the Option Units and/or the Common  Stock  issuable  upon the exercise of the
Warrants, and such registration rights may be exercised by the Requesting Holder
prior to or subsequent to the exercise of the Option.

     Within ten days after  receiving  any such notice  pursuant to this Section
6(b),  the  Company  shall  give  notice to the other  holders  of the  Options,
advising that the Company is proceeding  with such  post-effective  amendment or
registration statement and offering to include therein the securities underlying
the Options of the other  holders,  provided that they shall furnish the Company
with such appropriate  information  (relating to the intentions of such holders)
in connection  therewith as the Company shall reasonably request in writing.  In
the event the  registration  statement is not filed within the period  specified
herein and in the event the  registration  statement is not  declared  effective
under the Act prior to  ________,  2002,  then,  at the  holders'  request,  the
Company shall  purchase the Options from the holder for a per option price equal
to the  difference  between (i) the Fair Market Value of the Common Stock on the
date of notice  multiplied by the number of shares of Common Stock issuable upon
exercise  of the Option and the  underlying  Warrants  and (ii) the  average per
share purchase price of the Option and each share of Common Stock underlying the
Option. All costs and expenses of the first such post-effective amendment or new
registration  statement under this paragraph 6(b) shall be borne by the Company,
except  that the  holders  shall  bear the fees of  their  own  counsel  and any
underwriting  discounts or commissions  applicable to any of the securities sold
by them. If the Company determines to include securities to be sold by it in any
registration  statement originally requested pursuant to this Section 6(b), such
registration  shall instead be deemed to have been a registration  under Section
6(a) and not under this Section 6(b).


                                       -6-





     The Company will maintain  such  registration  statement or  post-effective
amendment  current under the Act for a period of at least six months (and for up
to an  additional  three months if  requested by the Holder) from the  effective
date thereof.

          (c) Whenever pursuant to Section 6 a registration  statement  relating
to any Registrable  Securities is filed under the Act,  amended or supplemented,
the Company shall (i) supply prospectuses and such other documents as the Holder
may request in order to facilitate  the public sale or other  disposition of the
Registrable Securities, (ii) use its best efforts to register and qualify any of
the  Registrable  Securities for sale in such states as such Holder  designates,
(iii) furnish  indemnification in the manner provided in Section 7 hereof,  (iv)
notify  each  Holder of  Registrable  Securities  at any time when a  prospectus
relating  thereto is required to be delivered  under the Securities  Act, of the
happening  of any  event as a result of which the  prospectus  included  in such
registration  statement,  as then in effect,  contains an untrue  statement of a
material fact or omits to state a material fact required to be stated therein or
necessary to make the statements  therein not misleading  and, at the request of
any such  Holder,  prepare  and furnish to such  Holder a  reasonable  number of
copies of a supplement to or an amendment of such prospectus as may be necessary
so  that,  as  thereafter  delivered  to  the  purchasers  of  such  Registrable
Securities, such prospectus shall not included an untrue statement of a material
fact or omit to state  material fact required to be stated  therein or necessary
to make the statements  therein not misleading and (v) do any and all other acts
and  things  which may be  necessary  or  desirable  to enable  such  Holders to
consummate the public sale or other  disposition of the Registrable  Securities,
The Holder shall furnish  appropriate  information  in connection  therewith and
indemnification as set forth in Section 7.

          (d) The Company shall not permit the inclusion of any securities other
than the  Registrable  Securities to be included in any  registration  statement
filed pursuant to Section 6(b) hereof  without the prior written  consent of the
Requesting Holder.

          (e) The  Company  shall  furnish to each Holder  participating  in the
offering and to each  underwriter,  if any, a signed  counterpart,  addressed to
such Holder or underwriter,  of (i) an opinion of counsel to the Company,  dated
the effective  date of such  registration  statement  (or, if such  registration
includes  an  underwritten  public  offering,  an opinion  dated the date of the
closing  under  the  underwriting  agreement),  and  (ii) if  such  registration
includes an  underwritten  public  offering,  a "cold comfort"  letter dated the
effective date of such registration  statement and dated the date of the closing
under the underwriting  agreement signed by the independent  public  accountants
who have issued a report on the Company's financial  statements included in such
registration  statement,  in each case covering  substantially  the same matters
with  respect  to such  registration  statement  (and  the  prospectus  included
therein) and, in the case of such  accountants'  letter,  with respect to events
subsequent to the date of such financial statements,  as are customarily covered
in  opinions  of  issuer's  counsel and in  accountants'  letters  delivered  to
underwriters in underwritten public offerings of securities.

          (f) The Company shall deliver promptly to each Holder participating in
the offering  requesting the correspondence and memoranda described below and to
the managing

                                       -7-




underwriter copies of all correspondence between the Commission and the Company,
its counsel or auditors  and all  memoranda  relating  to  discussions  with the
Commission  or its staff with respect to the  registration  statement and permit
each Holder and underwriter to do such  investigation,  upon reasonable  advance
notice,   with  respect  to  information   contained  in  or  omitted  from  the
registration   statement  as  it  deems  reasonable  necessary  to  comply  with
applicable  securities  laws or rules of the National  Association of Securities
Dealers,   Inc.   ("NASD").   Such   investigation   shall  include   access  to
non-confidential  books, records and properties and opportunities to discuss the
business of the Company with its officers and independent auditors,  all to such
reasonable  extent  and at  such  reasonable  times  as any  such  Holder  shall
reasonably request.

     7. (a) Whenever pursuant to Section 6 a registration  statement relating to
the Registrable Securities is filed under the Act, amended or supplemented,  the
Company  will  indemnify  and  hold  harmless  each  holder  of the  Registrable
Securities covered by such registration statement, amendment or supplement (such
holder being hereinafter called the "Distributing  Holder"), and each person, if
any, who controls (within the meaning of the Act) the Distributing  Holder,  and
each  underwriter  (within the meaning of the Act) of such  securities  and each
person,  if  any,  who  controls  (within  the  meaning  of the  Act)  any  such
underwriter,  against  any  losses,  claims,  damages or  liabilities,  joint or
several,  to which the Distributing  Holder,  any such controlling person or any
such underwriter may become subject, under the Act or otherwise, insofar as such
losses, claims, damages or liabilities (or actions in respect thereof) arise out
of or are based upon any untrue  statement  or alleged  untrue  statement of any
material fact contained in any such  registration  statement or any  preliminary
prospectus or final  prospectus  constituting a part thereof or any amendment or
supplement  thereto,  or arise out of or are based  upon the  omission  to state
therein a material fact  required to be stated  therein or necessary to make the
statements  therein not misleading;  and will reimburse the Distributing  Holder
and each such controlling person and underwriter for any legal or other expenses
reasonably  incurred by the Distributing  Holder or such  controlling  person or
underwriter in connection with  investigating or defending any such loss, claim,
damage,  liability or action;  provided,  however,  that the Company will not be
liable in any such  case to the  extent  that any such  loss,  claim,  damage or
liability  arises out of or is based upon an untrue  statement or alleged untrue
statement or omission or alleged omission made in said  registration  statement,
said  preliminary  prospectus,  said  final  prospectus  or  said  amendment  or
supplement in reliance upon and in conformity with written information furnished
by such Distributing Holder specifically for use in the preparation thereof.

          (b)  If  requested  by  the  Company   prior  to  the  filing  of  any
registration  statement covering the Registrable  Securities,  each Distributing
Holder will agree, severally but not jointly, to indemnify and hold harmless the
Company against any losses,  claims, damages or liabilities to which the Company
may become subject, under the Act or otherwise,  insofar as such losses, claims,
damages  or  liabilities  arise out of or are based  upon any  untrue or alleged
untrue statement of any material fact contained in said registration  statement,
said  preliminary  prospectus,  said  final  prospectus,  or said  amendment  or
supplement,  or arise  out of or are  based  upon the  omission  or the  alleged
omission  to state  therein a material  fact  required  to be stated  therein or
necessary to make the  statements  therein not  misleading,  in each case to the
extent, but only to the

                                       -8-





extent that such untrue  statement  or alleged  untrue  statement or omission or
alleged  omission  was made in said  registration  statement,  said  preliminary
prospectus,  said final  prospectus or said  amendment or supplement in reliance
upon and in conformity with written  information  furnished by such Distributing
Holder specifically for use in the preparation thereof;  except that the maximum
amount  which may be recovered  from the  Distributing  Holder  pursuant to this
Section 7 or otherwise  shall be limited to the amount of net proceeds  received
by the Distributing Holder from the sale of the Registrable Securities.

          (c) Promptly after receipt by an indemnified  party under this Section
7 of notice of the commencement of any action, such indemnified party will, if a
claim in respect thereof is to be made against any indemnifying  party, give the
indemnifying  party notice of the commencement  thereof;  but the omission so to
notify the  indemnifying  party will not relieve it from any liability  which it
may have to any indemnified party otherwise than under this Section 7.

          (d) In case any such action is brought against any indemnified  party,
and  it  notifies  an  indemnifying  party  of  the  commencement  thereof,  the
indemnifying  party will be entitled to participate  in, and, to the extent that
it may wish,  jointly with any other  indemnifying  party similarly  notified to
assume  the  defense  thereof,  with  counsel  reasonably  satisfactory  to such
indemnified  party,  and  after  notice  from  the  indemnifying  party  to such
indemnified  party  of its  election  so to  assume  the  defense  thereof,  the
indemnifying  party  will not be liable to such  indemnified  party  under  this
Section  7 for  any  legal  or  other  expenses  subsequently  incurred  by such
indemnified  party in connection  with the defense thereof other than reasonable
costs of investigation.

          (8) In addition to the provisions of Section 1(a) of this Option,  the
Exercise  Price in  effect  at any time and the  number  and kind of  securities
purchasable upon the exercise of the Options shall be subject to adjustment from
time to time upon the happening of certain events as follows:

          (a) In case  the  Company  shall  (i)  declare  a  dividend  or make a
     distribution on its outstanding  shares of Common Stock in shares of Common
     Stock, (ii) subdivide or reclassify its outstanding  shares of Common Stock
     into a  greater  number of  shares,  or (iii)  combine  or  reclassify  its
     outstanding  shares of Common  Stock into a smaller  number of shares,  the
     Exercise  Price in effect at the time of the record date for such  dividend
     or distribution or of the effective date of such  subdivision,  combination
     or  reclassification  shall be  adjusted  so that it shall  equal the price
     determined by multiplying the Exercise Price by a fraction, the denominator
     of which shall be the number of shares of Common  Stock  outstanding  after
     giving  effect to such  action,  and the  numerator  of which  shall be the
     number  of shares of Common  Stock  outstanding  immediately  prior to such
     action.  Such  adjustment  shall be made  successively  whenever  any event
     listed above shall occur.

          (b) Whenever the Exercise  Price  payable upon exercise of each Option
     is adjusted pursuant to Subsections (a), above, (i) the number of shares of
     Common

                                       -9-





     Stock  included  in an Option  Unit shall  simultaneously  be  adjusted  by
     multiplying  the number of shares of Common  Stock  included in Option Unit
     immediately  prior to such  adjustment  by the  Exercise  Price  in  effect
     immediately  prior to such  adjustment and dividing the product so obtained
     by the Exercise  Price, as adjusted and (ii) the number of shares of Common
     Stock or other securities  issuable upon exercise of the Warrants  included
     in the  Option  Units  and the  exercise  price of such  Warrants  shall be
     adjusted in accordance with the applicable terms of the Warrant Agreement.

          (c) No adjustment in the Exercise Price shall be required  unless such
     adjustment  would  require an  increase  or decrease of at least five cents
     ($0.05) in such price;  provided,  however,  that any adjustments  which by
     reason of this  Subsection (c) are not required to be made shall be carried
     forward and taken into account in any subsequent  adjustment required to be
     made hereunder.  All calculations under this Section 8 shall be made to the
     nearest cent or to the nearest  one-hundredth  of a share,  as the case may
     be. Anything in this Section 8 to the contrary notwithstanding, the Company
     shall be entitled,  but shall not be required,  to make such changes in the
     Exercise  Price,  in  addition to those  required by this  Section 8, as it
     shall determine, in its sole discretion,  to be advisable in order that any
     dividend or  distribution  in shares of Common Stock,  or any  subdivision,
     reclassification  or  combination  of Common Stock,  hereafter  made by the
     Company shall not result in any Federal Income tax liability to the holders
     of Common Stock or  securities  convertible  into Common  Stock  (including
     Warrants issuable upon exercise of this Option).

          (d) Whenever the Exercise Price is adjusted,  as herein provided,  the
     Company shall promptly but no later than 10 days after any request for such
     an  adjustment  by the Holder,  cause a notice  setting  forth the adjusted
     Exercise  Price and adjusted  number of Option Units issuable upon exercise
     of each Option and, if requested,  information  describing the transactions
     giving  rise to such  adjustments,  to be  mailed  to the  Holders,  at the
     address set forth  herein,  and shall cause a certified  copy thereof to be
     mailed to its  transfer  agent,  if any.  The  Company may retain a firm of
     independent certified public accountants selected by the Board of Directors
     (who may be the regular  accountants  employed by the  Company) to make any
     computation  required by this Section 8, and a  certificate  signed by such
     firm shall be conclusive evidence of the correctness of such adjustment.

          (e) In the event that at any time, as a result of an  adjustment  made
     pursuant to  Subsection  (a) above,  the Holder of this  Option  thereafter
     shall  become  entitled  to receive any shares of the  Company,  other than
     Common Stock, thereafter the number of such other shares so receivable upon
     exercise of this Option shall be subject to adjustment from time to time in
     a manner and on terms as nearly equivalent as practicable to the provisions
     with  respect to the  Common  Stock  contained  in  Subsections  (a) to (c)
     inclusive above.


                                      -10-





          (f) In case any event shall occur as to which the other  provisions of
     this Section 8 or Section 1(a) hereof are not strictly applicable but as to
     which the  failure  to make any  adjustment  would not fairly  protect  the
     purchase rights represented by this Option in accordance with the essential
     intent  and  principles  hereof  then,  in each such case,  the  Holders of
     Options  representing  the right to purchase a majority of the Option Units
     may appoint a firm of independent public accountants  reasonably acceptable
     to the Company,  which shall give their  opinion as to the  adjustment,  if
     any,  on a basis  consistent  with  the  essential  intent  and  principles
     established  herein,  necessary to preserve the purchase rights represented
     by the Options.  Upon receipt of such  opinion,  the Company will  promptly
     mail a copy  thereof  to the  Holder  of this  Option  and  shall  make the
     adjustments  described  therein.  The fees and expenses of such independent
     public accountants shall be borne by the Company.

     9. This Agreement  shall be governed by and in accordance  with the laws of
the State of New York,  without  giving effect to the principles of conflicts of
law thereof.

     IN WITNESS  WHEREOF,  HEURISTIC  DEVELOPMENT  GROUP,  INC.  has caused this
Option to be signed by its duly  authorized  officers under its corporate  seal,
and this Option to be dated __________ ___, 1997.

                                            HEURISTIC DEVELOPMENT GROUP, INC.


                                            By: ____________________________
                                                Gregory L. Zink, President

(Corporate Seal)
Attest:

- --------------------------
Deborah E. Griffin, Secretary






                                  PURCHASE FORM

                   (To be signed only upon exercise of option)

     The undersigned,  the holder of the foregoing  Option,  hereby  irrevocably
elects to exercise the purchase  rights  represented  by such Option for, and to
purchase  thereunder,  Units of HEURISTIC  DEVELOPMENT  GROUP,  INC. , each Unit
consisting of one share of $.01 Par Value Common  Stock,  one Class A Warrant to
purchase one share of Common Stock and one Class B Warrant(s) and herewith makes
payment of $_________ thereof.

Dated:   _________, 19__.    Instructions for Registration of Stock and Warrants


                             ----------------------------------------
                                        Print Name


                             ----------------------------------------
                             Address


                             ----------------------------------------
                             Signature









                                 OPTION EXCHANGE

     The undersigned, pursuant to the provisions of the foregoing Option, hereby
elects to  exchange  its Option for  _________  Units of  HEURISTIC  DEVELOPMENT
GROUP,  INC.,  each Unit consisting of one share of $.01 Par Value Common Stock,
One Class A Warrant(s)  to purchase one share  _________ of Common Stock and One
Class B Warrant, pursuant to the Option Exchange provisions of the Option.

Dated:   _____________, 19__.


                                   ------------------------------------------
                                            Print Name


                                   ------------------------------------------
                                   Address


                                   ------------------------------------------
                                   Signature






                                  TRANSFER FORM

                 (To be signed only upon transfer of the Option)


     For value received,  the undersigned hereby sells,  assigns,  and transfers
unto the right to purchase  Units  represented  by the  foregoing  Option to the
extent of Units , and appoints _____________ attorney to transfer such rights on
the books of _____________, with full power of substitution in the premises.


Dated:  _______________, 19__


                                          [Underwriter]


                                          By:  _________________________________


                                          ______________________________________
                                          Address

In the presence of: