Basically, the price that you ask for it is a 
combination of:

A) What you paid for it.
B) What you think it's worth.
C) MAKE UP YOUR OWN MIND! ^_~~~

But ponder this: Some people (myself included) 
just ignore auctions with reserves. You pay for a 
listing fee up to your reserve anyway, so why not 
just pick a price and list that as the straight 
starting bid?

If the cel is nice and you're afraid people won't 
bid at a high starting bid, then the price you're 
considering is probably too high.

Many Sharp Smiles,
--Drac