The only thing Means can help you with is getting an idea what averages are. Your costs are totally different. Figure out your production rates in units of Sq-ft / hr, and be sure to account for separate factors such as:
lineal feet of masking
sq feet of masking
sq ft rolled
sq ft sprayed
etc (everything that you do)
Then figure out how many hours you'll actually spend in the field making money instead of in the office planning for it.
Then figure out how much you want to make an hour.
Then figure out how much you need to pay your business expenses, (everything, profits as well and including materials unless you bill the customer directly for those per job.) Take that number and divide it by the hours you'll be working in the field. Add it to your desired hourly.
Now that you have your hourly rate, simply divide by however many units you're working on. For example, lets assume you want to make $35 an hour (whatever you think is fair since you spend a lot of unbillable time in the office) and your expenses and profit came to another $15 an hour. Lets say you can roll paint 100 sq feet an hour (for simple math purposes.)
($50/hr)/(100 sq-ft/hr) => .50 cents a square foot rolled
Word of warning: you have to take into account your individual cost factors, or you will likely lose money trying to be "competitive" by using straight means costing alone.
I always recommend the following book to people on how to figure costing:
http://www.amazon.com/Markup-Profit-.../dp/1572180714
Very helpful stuff. I wish estimating costs was easy, but it's time intensive in the beginning stages. The risk of undercharging is too great to not check yourself with hard math.
Good luck