"In addition, how many contractors have actually done a break even calculation? most guys do exactly what your friend is doing - ask around for the going rate. So we get stuck with this artificial rate (that I truly believe someone pulled out of a hat) for eternity."
_____________________________________________

Watching what the other guy charges, is not a good way to start, Finding your actual cost of doing business, and adding the profit needed to make the business go.

As for material, anything under the break even 50% mark-up, will also lead to losses.