Nat
It will, i suppose, depend on where you live and also what things you do or dont take to the job. I wont go anywhere for less than £25 now, no matter how small the job. I only have 2 clients paying less than that and thats because i've been working for them for a few years.
You may very well be able to charge a bit more for the fact that some cleaning is not done as frequently - i know i have people i work really hard for every week and charge £25 and yet i have others who dont need as much effort and only have you twice a month and i charge £30 or more. I realised it was what everyone else was doing so i thought 'sod it'...
At the end of the day if you can find out what the 'competition' are charging then you shouldnt need to charge much less.
The other point (which i also saw recently) which i, as a small company have the advantage of, is that if you dont charge VAT it is much easier to get a good price over a 'big' company who has no choice but to add VAT to the price. Obvioulsy this is of no conceren to commercial cleaning as tehy will claim the VAT back BUT it can tip the scales on domestic work as the customer only ever cares about the final bottom-line figure.
I know that some big companies are put out by the fact that non-VAT charging companies are able to work like this, but its life...
Bertie