The company: Most people know The Money Store for home-equity loans -- thanks to its TV pitchman, Hall-of-Fame pitcher Jim Palmer -- but the company really stands out in the small-business arena. It has been the top provider of Small Business Administration-backed loans since 1983, and it also does some conventional lending.

The Money Store has 115 salespeople in 73 offices in 30 states, although it lends nationwide. The company was taken over by First Union on June 30. Division President Paul Leliakov expects The Money Store to operate the same way under that name for the foreseeable future.

The goal: The Money Store prides itself on seeing the lending potential of an applicant's proposal beyond the bare numbers. Leliakov says his team has done all types of deals -- from real estate and construction loans to takeovers -- and can often make proposals that banks sniff at work. The company markets through trade and professional associations and has special programs for their members. So check your affiliations to see if there is a deal that might be attractive. There are also programs for some franchise companies, says Leliakov, for which The Money Store has dedicated sales and processing groups.

Leliakov says The Money Store can give applicants an inkling of their chances within a day or two of receiving their applications. It can speed a commitment letter along five days later, with funding often in a borrower's hands 45 or so days after the process starts, provided there's no construction required or other complications. Salespeople will practically look over your shoulder as you fill out an application. Loan officers will meet your accountant. And the company's processors will actively work with your attorney and title companies to remove barriers and to prompt closing.

The typical deal: Year after year, Dr. Gary L. Homeck, a veterinarian in Southern California's San Bernardino Valley, heard the same thing from customers: "We'd love to board our pets with you. Why don't you build a facility?" After caring for 13,000 animals over 17 years, Homeck decided to set up Valley Animal Clinic and Valley Kennel, a pet hospital and hotel in Indio, Calif. He figured it would cost $1.67 million. A money center and a local bank offered loans in the $1 million range, says Homeck, though he owned the $200,000 lot that could serve as collateral. "There just wasn't anything like it in all of Southern California, so it was going to take some work to evaluate the plans," recalls Homeck. Enter The Money Store. Homeck says it took two Money Store reps four months to draw up a 20-year loan at two points above prime for the full $1.67 million. The new unit, which opened this summer, was worth it. Homeck expects revenue to hit $1.5 million this year. His pet hospital's gross has jumped 20% since June, and the kennel brings in $25,000 a month.

The process: The Money Store wants profit-and-loss statements, your latest financial statements, background information on you and your business partners, and an outline of the project to be funded. Leliakov says commercial real estate purchases typically require the least amount of paperwork. The Money Store shies away from credit scoring, but you must be able to make payments and live comfortably.

A salesperson usually helps you at the outset. After that, the procedure is much like that at a bank, as Bruce Pratt found out when he wanted to buy a company in Kissimmee, Fla., that makes kitchen and bathroom fixtures. "As soon as you advance in the process, reality steps in and a real banker appears to go over your material with a fine-tooth comb," he recounts. "What I think set The Money Store apart from the rest was the fact that my salesperson was very knowledgeable and had a track record of concluding deals."

What works: A well-organized presentation does wonders to speed up the process, says Pratt, whose previous experience included buying out distressed office furniture companies. He knew how to set up a leveraged deal before he bid for Southeast Marble. That helped the process go smoothly. "I met with my rep six times and chatted over the phone maybe 20 times more," he recalls. The deal closed in three months.

For fast approval, make sure all your financial papers are at hand -- that means personal and business records for the past three years. If you are new to this, it may be helpful to turn to an accountant or lawyer when preparing your proposal, says Leliakov.

What doesn't: For startups, be sure you have what it takes to do what you plan with the money, says Leliakov. That wasn't the case with one eager would-be franchisee, he says. The poor fellow, who wanted to set up a restaurant in the Southwest, rushed through the loan application and was approved -- contingent on his passing the franchisor's training program. He sailed off to franchise school, only to flunk out. Needless to say, his dream collapsed with his grades.

Parting advice: "When we look over an application, we see the business and the individual as one and the same," says Leliakov. "We're adding up operating expenses, but also someone's mortgage and just how much they need to get by. Borrowers have to make sure that all that -- debt, service, and life -- are covered by what money their business spins off."

By James A. Anderson in New York

To: LENDER PROFILES