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BUYING GUIDE

11.17.97  
PICK A CARD, NOT ANY CARD
Suddenly, there is plastic aplenty. So choose carefully

Every month, it was the same tedious routine. Roger Hendrix, the owner of a 10-person office-equipment dealership in Monroe, N.C., had to ferret out all the business expenses on his personal credit card so that he could reimburse himself. It was a complete waste of time, so in 1994 Hendrix decided to simplify his life by getting a commercial credit card. After a brief search, he wound up with an American Express Co. charge card. ''As far as I could tell,'' he recalls, ''it was the only option out there.''

Back then, the choices were few indeed. Today, it's a different story. Credit-card issuers, which long ignored small businesses, are lavishing attention on them, thanks to a booming economy and a maturing market for personal cards. MasterCard International says the number of issuers offering small-business cards is up more than 30% in two years, with the total approaching 200.

Which card is right for you? It depends on what kind of manager you are.

If you're the type who carries a huge balance--in effect, using the card as a back-door business loan--then you want the one that charges the least interest. Just don't expect to get anything near the prime rate. While some initial teaser rates dip into single digits, it's rare to find long-term rates below 15%. ''Quite frankly, there is not as much competition in the business-card arena,'' says Michael K. Noles, general manager for Advanta Business Cards.

PERKS. But if you're using the card as a tool to run your business better--to help track expenses and simplify record-keeping while paying off the balance each month--there are a handful of national cards that will do the job at a modest cost. For good measure, they'll throw in perks such as discounts on hotels, restaurants, airfares, rental cars, overnight delivery, and office equipment (table, page 16).

Why do you need one? For starters, a commercial card is fairer to your employees, who no longer have to put company expenses on the family credit card. That's not just a matter of convenience to them; some lenders interpret a high credit-card balance as a warning signal that the person is not creditworthy. At Minneapolis-based TestWare Associates Inc., a software-testing company, an employee used his card so much for business travel that he had a hard time getting a mortgage. ''We actually had to go and write statements that said these expenses were business-related,'' says President Karen Bishop-Stone, who signed up for a commercial card shortly afterward.

As for your business, a commercial card can provide greater control over spending. Besides listing each transaction, some issuers will give you quarterly or even monthly reports that break down spending by employee, cost category, and vendor--invaluable data when it comes to budgeting.

Another intangible benefit is that a company card helps your business establish a credit history. Pay your bills regularly, and a lender is more likely to make you a traditional loan at more favorable rates, says Shelley Ehrman, vice-president for commercial-card services at NationsBank Corp. in Charlotte, N.C.

HOLD THE TWINKIES. True, there's always the risk an employee will run amok with the card at Tiffany's or simply turn out to be a deadbeat. In most cases, though, you can have his or her card pulled without canceling the entire company account. And some issuers will cover up to $15,000 in unauthorized charges.

Often, these problems can be avoided by setting limits on balances and types of expense. Some cards get even more specific. First USA Paymentech offers ''fleet cards'' designed to help manage costs on vehicles. They come with a built-in ''anti-Twinkie'' feature designed to limit what can be bought at the Mobil minimart to things that fuel the car, not the driver.

Which is the best? While no single card is right for everyone, overall cost is most likely your main concern if you carry a balance. So we ranked nationally issued cards based on an analysis giving the heaviest weight to interest rates, with lesser weight assigned to annual fees, late charges, and minimum payments.

On that basis, American Express Gold Corporate Optima is No.1. At 15.4%, it had one of the lowest rates (calculated as prime plus 6.9%), with no annual fee for up to nine cards. It comes with a teaser rate of 8.9% for six months. Discounts include 15% off Hertz car rentals and up to 20% off UPS shipping. You also get a monthly breakdown of expenses, a decided advantage over rivals that send reports only quarterly or annually.

If you run a substantial balance, though, you'll probably want the runner-up, First USA Paymentech Visa. It boasts the lowest interest rate--prime plus 6.4 points (currently 14.9%). In practice, that saves you $200 a year in interest on a $40,000 balance. Credit limits range as high as $250,000. By contrast, the Optima card tops out at $50,000. There's a $25 annual fee, but you can get a no-fee version if you expect to charge more than $10,000 a year or rack up more than $100 in finance charges. Discounts cover travel, as well as everyday items such as office supplies and business services, but your expense breakdown comes only once per quarter. (AmEx offers comparable perks on its corporate charge card, in return for a $55 annual fee, but you're not allowed to carry a balance.)

That's a far cry from the skimpy small-business offerings of a just a few years ago. Clearly, the issuers are finally giving credit where credit is due.


By Mie-Yun Lee, editorial director of BuyersZone (www.buyerszone.com), in Boston

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RELATED ITEMS

TABLE: What's in the Cards, Part 1

TABLE: What's in the Cards, Part 2

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TABLE: What's in the Cards, Part 1

Credit cards for small business offer a menu of options. Here's a sampling of
leading national cards, ranked in order of most favorable terms*

NAME OF CARD/               ANNUAL                   INTEREST    MANAGEMENT
PHONE #                     PER-CARD FEES              RATE       REPORTS

AMERICAN EXPRESS            No fee for 0-9 cards        15.4%      Monthly
GOLD CORPORATE OPTIMA
800 782-2377

SPECIAL FEATURES
15% off Hertz rentals,
10%-25% off Hilton hotels,
10%-20% off UPS delivery

FIRST USA PAYMENTECH        $25/year                    15         Quarterly
BUSINESS CARD
800 881-3166

SPECIAL FEATURES
Discounts on office supplies,
copy services, software
purchases/training, airfares,
car rentals, and publications

FIRST UNION VISA           $20/year                       15.5     Quarterly
BUSINESS CARD
800 704-0883

SPECIAL FEATURES
FUNMiles program for
discounts on air travel
offered at an additional
cost

ADVANTA                    None for first year;           15.5     Quarterly
BUSINESS CARD              otherwise 1, $30/year; each
800 705-7255               card thereafter $20/year

SPECIAL FEATURES
20% discounts at selected
restaurants nationwide

BANK ONE                   1-3, $45/year; 4-10, $40/year; 15.4     Quarterly
BUSINESS CARD              11-24, $35/year; 25-49,
800 346-5538               $30/year; 50+, $25/year

SPECIAL FEATURES
5% off lowest Avis promotional
rate; 10% off Alphagraphics;
20% rebate on Transmedia
dining; discounts on hotels

GE CORPORATE PLUS           1-9, $45/year; 10-99,          15.7   2-9 cards
VISA CARD                   100+, $15/year $25/year;              quarterly;
800 438-2583                                                      10+ monthly

SPECIAL FEATURES
3% rebate at Exxon, 5% on air travel
through the GE Corporate plus Travel
Center; discounts on office products,
overnight delivery, computer leasing

U.S. BANK VISA              1-5, $45/year; 6-24, $40/year; 15.9   Monthly
BUSINESS CARD               25+, $30/year
800 796-4650

SPECIAL FEATURES
Northwest Airlines frequent-flyer
miles offered through related card

AT&T UNIVERSAL              1 at no charge/year; up to    17.9    Yearly
BUSINESS CARD               4 additional at $20; above 5,
800 682-7759                each additional card at $5/year

SPECIAL FEATURES
10% discount on calling-card calls

NATIONSBANK VISA            1-5, $45/year; 6-49, $35/year; 18.4   Yearly
BUSINESS CARD               50-99, $25/year
800 538-8788

SPECIAL FEATURES
None

BANK OF AMERICA             Flat rate of $25/year for basic 19.65  Basic
BUSINESS CARD               card; 1-24, $45/year; 25-49,           yearly;
800 300-3084                $40/year; 50-99, $35/year;             otherwise
                                                                   monthly

SPECIAL FEATURES
20% discount off standard rates
on Hilton, Conrad International,
and Vista Hotels
with management reports

* The weighted-average cost analysis takes into account the interest rate, 
annual card fees, late-payment fees, returned check fees, and the minimum 
amount that must be paid off the balance per month.

DATA: BEACON RESEARCH INC., BUSINESS WEEK





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TABLE: What's in the Cards, Part 2

The following data, which were used in Enterprise's survey of small-business 
credit cards, gives a fuller picture of each card's terms and costs. This 
online-only table includes information on returned-check charges, minimum 
payment amounts, and late-payment fees. It adds to the "What's in the Cards" 
table in the Nov. 17, 1997, Enterprise Buyer's Guide.


NAME OF CARD/              RETURNED           PAYMENT          LATE PAYMENT
TELPHONE NUMBER           CHECK FEES          MINIMUM              FEES
--------------------------------------------------------------------------
American Express        Varies by state     2.7% of balance    Varies by state
Gold Corporate Optima     and account                            and account
800 782-2377

First USA Paymentech        $15              4% of balance          $18
Business Card
800 881-3166

First Union Visa            $18              3% of balance          $15
Business Card
800 704-0883

Advanta Business Card       $20              3% of balance          $25
800 705-7255

Bank One Business Card      $20              3% of balance          $20
800 346-5538

GE Corporate Plus           $20              The greater of         $20
Visa Card                                    10% of balance
800 438-2583                                 or $50

U.S. Bank Visa             $20               3% of balance          $20
Business Card
800 796-4650

AT&T Universal             $20               $25                    $20
Business Card
800 682-7759

NationsBank Visa           $20               $10                    $20
Business Card
800 538-8788

Bank of America            $20               5% of balance          $20
Business Card
800 300-3084


DATA: BEACON RESEARCH INC., BUSINESS WEEK


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