Ok, here we go:
1. basic flatter lighting is used because you have people of all shapes, colors etc. Umbrellas are easiest and travel better than softboxes.
2. The school dictates what kind of photos they want. You can basically kiss any creativity goodbye.
3. The photos are used for official records, ID's, and directories. Selling them to the parents is just an addon.
4. Pictures are considered a school fundraiser so you will have to offer a percentage of sales to the school. 10-20%
5. Contracts are awarded by the school district not the principle. They have to be bid on like any government contract. Unless you go after fully private schools. Then you have the board of the private school to deal with.
6. Some school districts require you to be PSPA accredited.
7. The priciple wants you out asap. You will have one or two days to photograph the whole school including staff and group photos. They will put you in the gym or cafeteria and you will not be allowed to be there for more than a few hours.
8. The days of record rolls are gone. You will need to provide CD's, ID cards, stickers, directories complete with names, ID numbers, homerooms, etc... The big guys like Lifetouch have all this stuff.
9. Lots of pro labs offer school portrait services so you don't need to be an inhouse printer.
10. You will need software to make life easier. Look at Photolynx and Timestone software for schools.
11. You will have to decide if you will offer proofs or do prepay.
12. You must calculate in reprints, retakes and refunds. There are always unhappy parents.
13. a good school photo company can get everything done and back to the school within the week. Can you do that?
14. Contracts are often awarded for several years. (Our was 5 years)
15. The teachers and staff get free pics. Can you afford that?
16. You will have to provide background checks on all your employees and give them to the school. This is at your own expense.
17. You will have only a minute or 2 to photograph each kid. If that.
18. Organization is key.
19. be prepared for a lot of calls from parents with questions. The school will give out your contact info whether you like it or not.
20. Parent volunteers on picture day also expect free photos. Keep that in mind.
21. If you offer proofs you have to set a deadline to order.
22. Print 3 times as many order forms as there are students. Lots of pro labs offer prepay envelopes you can customize.
My opinion. Unless you have extra capitol to get all the stuff you need for school photos you can't compete with the big guys price wise so concentrate on offering a better quality product.