Seems like most people are doing about 1 LED per every 10-20 square inches of surface. You're probably going to want optics too.
Have you been looking at some of the DIY threads on the other forums?
-Justin
My husband has been looking into this a lot lately. There's a lot of people on MR doing it, check there. I think Wingo has a write up about it (I know he sells them now, so he might not).