How much should i charge per hour for decorating work?

i have set myself up as a painter/ decorator/handyman.
work is coming in and i do provide estimates for free but its difficult to gauge how much to charge.
initially i thought £120 per day, 7 hours work.
but
am i pricing myself out of the jobs?
i work in rural settings in the westcountry.
what have you paid for decorating work?