By the sounds of it , your throttle needs to be slightly adjusted, if you look at your manual you will see the throttle screw (should be a nice shiny one being a new engine) very slightly and very gently screw it inwards , keep trying to start it . You should keep the choke off until you have primed your engine with the primer bubble ( about 5 or 6 pumps ) then flick the choke on ( make sure the choke is already in the OFF position, check your manual for the position settings),. Your engine should now fire up. Also... Because it's a new engine it's always possible that the spark plug could be a little loose so check that first! Also check the HT cable is securely pushed onto the plug. Once you've primed the engine on the fuel bubble and flicked the choke ON , you need only give the starter one good pull then flick it OFF and pull on the starter again until it fires up