There is a bit of a nack to it, but they are not pigs to start cold. They are quite easy.

Firstly you must have a properly adjusted electric choke. You can test with the manual choke switch on the bottom front of the cover. Secondly you must properly prime the primer bulb up firm. It must be hard.

Trim the engine level
Turn the choke on (hold key in or use manual)
Crank the motor until it kicks the first kick then turn the choke off (this part should take about 3 seconds)
You may need to tap the choke on and off a few times to keep it going. Also, a little gas may help.

It sounds hard but is very easy. Those motors are very similar to the 80's versions of them. Mine always started within seconds even after sitting unused for 6 months.

Yes having the engine level is important. Also priming the bulb until HARD.