What deliverables are you expected to provide to your clients? (single pic, multiple pics, simple video, complex video with graphics & animation/annotation?)
How much does it cost you to operate per day?
How long do you need to travel to/from the job?
How much time do you spend after the shoot in Post Processing?
How much do you "need" to make per hour?
How much is the competition charging in YOUR area?
How much are your clients willing to pay?
Never ever let someone else tell you what YOUR rates should be.