It's pretty straightforward to get it lit. There's a piezo-electric ignition that runs off a single AAA battery. First time I ever tried it wouldn't light up however, and there was a rather worrying petrol mist accummulating in the lantern. Thankfully common sense prevailed and I switched it off and left it for a bit.
After arsing around with it I just got a lighter, lit it and stuck the flame up holes in the base of the lower bit of the globe and it lighted instantly. The holes are actually there for matches if the piezo electric bit fails / battery is dead or you just can't be arsed with it.
A rather large yellow flame comes up and actually spouts outside the top of the lantern through the top cover but this dies down within 20 seconds or so to a bright light. It takes longer the first ever time you use it though.
I have lit it up on other nights after that with the piezo electric element and no trouble with it. It doesn't take long to get going, only 20 seconds or so and it looks kind of cool when it's first starting up. A good time to scare the shit out of others "Run for your life!!!"...

If you wanted to make your own reflector like you say it may prove difficult as the wire frame that comes with it fits quite closely to the lamp. If you google coleman lamp reflector you should easily be able to construct one along similar lines using a tinne potato tin. The lantern puts out a decent amount of light when off the ground (a reflector might help when on the ground).
I'll try to get pics of sessions with it if I can, although I am no photography expert...