Wow! Shame I didn't see this post earlier.
I am surprised that the OP is thinking of doing it himself at the 11th hour!
Just my 2 pennies worth: I took the traditional route into photography with many years assisting work. The photographer I worked with most often charges the same or less as he did 20 years ago, despite having to re-invest in kit a lot more regularly now!
The digital revolution is great for the masses, and photographers fees sometimes seem high, but most freelancers cannot find work every day, do not have any sick or holiday pay and usually aspire to having their own property like everyone else.
When I was at college around 16 years ago we were told that you'd need £30,000 to start up a photography business( with studio) so god knows what the estimate is now, especially if you've gone to Uni first!
There is no doubt that anyone can learn to take pictures, but to what quality and to what effect?
A large part of professional photography is problem solving, enabling you to create outstanding images in any situation, with any client. It's all very well getting lucky shots at the weekend, but if you're asking to be paid for your efforts you need to guarantee results.
I know what I need to charge to cover my costs and maintain a decent standard of living and luckily I have clients who appreciate that.
Regarding the Shoe job: that would go down as a half day rate of £250 + travel expenses. PP is included. The pictures are guaranteed to sell more shoes!
Have a great week
Amanda