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Whatever he will pay. Everything is worth what someone will pay for it. Ask him what he had in mind and take it from there, since you have no idea. If it's too low, ask even higher (much) than what you original think you want (since it will ALL probably be in vain anyway at that point).
If his starting price is better than what you would have asked or more than you think you deserve don't be an idiot or listen to other people. Take it if you want to get rid of the site.
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