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The area is moderately competitive and they have no idea what they are getting into. Do I do a do a flat rate, pay for click...what? Personally I think it will be a pain but my friend is pushing a bit hard and he is a good friend.
So what is the going rate for a dynamic ecommerce site with about 100,000 products with a shopping cart and SEOed?
Your friend will need a domain name, a Amazon.com associate account, and a way to send the cheap monthly payment to ebiz-u (like PayPal account, etc.). That's it!
If you need to set all that up for your friend then I would only charge a small flat fee to do that. And as for the advertising, have him do that.
These days I tell people I suck at my job so that they won't ask me. "Oh you need a website? Well, I'm not that good. I'd hate to do a bad job. You should look for a professional." lol, but it works. :)
...but if the friend runs after ya... hmmm, then you might wanna show him how to do it - for free ofcourse - using anthonyon advice - even help him set it all up... but don't do the actual setting up - if he asks you why, you can always say you are a novice and dont want to put the business at any risk!
Sit down and think about a nice, concise and polite way to say 'No'. Do point them in another direction though, you are their netwise friend!
She had just retired as a family lawyer (wills, family business, etc.) and had seen many bad things happen to families and friendships when money and family were mixed. As she pointed out, the effect on the business, no matter how bad, was just money. The bad effect on the family or friendship was much more of a loss.