Option to Purchase
                                                                    _______Units


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


     THIS CERTIFIES THAT MARC GORLIN,  (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  twelve  thousand  (12,000)  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  12,000 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 $12 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 _______,  1999 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 _______,  1999 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 _______, 1999 and _______,2002 inclusive, the Holder shall
     have the option to purchase  Option Units hereunder at a price of $6.00 per
     Unit. 

          (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 the  certificates  for shares of Common Stock and
Warrants shall be issuable upon such exercise shall

                                                                       
                                       -2-





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 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

                                                                         
                                       -3-





          (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 two years commencing ____, 1997
except that they may be  transferred  to  successors  of the Holder,  and may be
assigned in whole or in part to the  Underwriter or any person who is an officer
of the  Underwriter,  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  sufficient  number of  shares of Common  Stock for
issuance upon exercise of the Warrants included in the Option Units.



                                       -4-





     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").

     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) 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

                                                                      
                                       -5-





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.


     (c) 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.

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

                                                                       
                                       -6-





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 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.


                                                                          
                                       -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 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,

                                                                          
                                       -8-





     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.

          (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-





     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:   _________, ____.              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:   _____________, ____.


                                        ________________________________________
                                                 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:  _______________, ____




                                          By:  _________________________________


                                          ______________________________________
                                          Address

In the presence of: