I aim for $90 an hour, don't always get it yet but will soon.
I time my hourly rate from the time I start unloading my gear until the time I pack it back up.
For example if I have clients who live next door to one another then I should be able to unpack my gear, mow both lawns and pack up all my gear within an hour and have earnt $90.
My minimum charge for any new lawn I take on now is $40 no matter how small.
I think $90 is a fair hourly rate and those who have been mowing for awhile know that to keep offering a professional and reliable lawn mowing service, that there are some costly overheads to pay for week in week out.
And also we should all be earning enough to put something into our super. I haven't been able to do yet... might be time for a pay rise.