Okay, let’s tackle this. So John has 17 years of experience as a business owner, which is a unique blend of management and entrepreneurial skills. Management consulting typically commands a premium, but the fact that he has been running his own business for so long suggests a more hands-on, practical approach. I'd compare this to a mid-level management consultant, possibly with a lower rate due to the lack of traditional consulting experience. Considering the industry average for management consultants in the US is around $100-$200 per hour, I'd estimate John’s rate to be on the lower end, likely around $75 per hour, given his non-traditional background.