I have never seen one go for more than $100, and those were in excellent condition. Even those can go for as little as $10. Unreasonable sellers often list them for a year or more because they cannot accept how little they are worth. I think his best bet is to put it in a busy antique shop. The more folks see it, the more likely it is to sell. Most shop owners don't want to bother with them, so he might have to offer a substantial percentage, and not ask too much.
Ebay has millions of viewers, so, IMHO, it is not a good indicator of local selling price. Of course, one can always start high and lower the price if it doesn't sell. Providing stitch samples is a necessity....beauty is as beauty does.....LOL