Lonifer, I will give my 1 cents worth since that is about all I have on opening a new photo business.

Contribution supported operations such as volunteer fire departments, rescue squads, etc. are always looking for way to raise money.  A recue squad locally uses this once a year approach:
Door to door soliciataions  by squad members and with a minimum $20 donation you get a free 8 x 10 portrait.   

The same photo group has been doing the photos for several years and speaking to the photographer, they say it is a win/win situation.  Basically simple studio portrait and family shots are taken and when ready the folks come back to get their free print.  While there most will purchase print packages and the photographer makes the profit in those sales.

The photos are nicely shot but not corrected for eyeglass reflections, skin blemishes, etc.

The photo folks tell me they do quite well with this approach and the rescue squad does also.

Once the contacts are made and the work done the first time, if all goes well you have a job for the next year in the bag.    I am not recommending just this approach to a new business but simply bringing to light one approach which does work when handled right from the get go.

Best wishes in all. I was self employed for some years  prior to now and it can be quite rewarding and quite frustrating.  My initial problem was not reallty knowing the territory well enough to pull it off the first time.  After that, self employment worked fine with the hard knocks behind me.          
I hope you find your niche and do well at it.     Tom.