What does it take to be an excel consultant?

Currently work a 9-5 job as an analyst, know a good share of vba and have developed some advanced skills so far in excel. My job is very flexible and am currently pondering the idea of doing excel consulting/support for smaller businesses and companies. I think this could be good for me to make decent supplemental income. I have a couple of questions for people currently doing this:

  1. Who do you primarily target for this kind of work? What is your audience and how do you typically reach them? The more specific the better.

  2. I recognize that though I may think I know a fair amount , there is so much more to learn. What are some excel related courses or general areas to learn that will definitely be of use for clients in this line of work? I don't want to promise solutions if I'm not aware of the typical problems that clients come across.

  3. What does the pay structure look like? Do consultants typically freehand pricing based on difficulty or is it purely based on hours it takes to complete the task and how do you measure it? Typical rates?

Sorry I know this was a lot of questions but its something I've been curious about for a while and want to see if I can make my skills marketable.

Thanks!!