Small Engines (Lawn Mowers, etc.): 10hp Techmseh starting, vertical shaft, starter button

Question
Brand new Tecumseh 10hp electric start vertical shaft engine: oil in sump/ spark at plug/ fuel tank full.  Takes a very long time to get engine to fire.  
So long in fact a plastic 10amp starter button melted.  If plug is removed and the cylinder is primed with raw fuel, starts much easier.  Obviously a fuel issue.  What would be preventing the carbie from supplying fuel to cold start?  Choke is fully engaged when the throttle is pulled right out.

Answer
Hi Owen,

There is definately a lack of fuel to the engine.  This usually is caused by dirt, debris or gummed fuel in the carb.    Hard to imagine if the engine is new unless it had sat with untreated fuel in it.  None the less, the carb will need to be disassembled, inspected and cleaned, then blown out with compressed air.  Check each and every small opening and probe with a small wire if needed.

Let me know how you make out.
Michael