ANSWERS: 2
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It would really all depend on your friend's experience, schooling, etc. as well as the location. He should check into similar marketing consulting services to check their going rates as well as what they are bringing to the table.
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I used to run a software consulting business from my home. Given the risks and costs associated with doing this on your own, I would say a consultant should take the reasonable annual staff salary, divide by 2000 (to get an hourly rate), and then at *least* double it to get a consultant rate. So for example, if he was making $100k working for Megacorp, that's $50/hour on salary, which means his starting rate should be at least $100/hour as a consultant.
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