I have a possible opportunity to sell a small web application that started as a personal project and got a significant amount of press. The company that may buy it would benefit from owning the site because it brings many users to their site already. The site does not have advertising and does not generate a profit. It gets somewhere around 100k unique visitors a month. Though it doesn't have registered users, the site has about 77k unique emails entered by users.
I did not create this project as a startup or with a plan to sell it. It is only now that I am paying much attention to the stats.
In what range would you price this site? My first thought was $10k. I have no idea if that's too high or too low. I'm concerned that if I start too high, they'll balk.