Every Stihl I've owned (quite a few over the years!) the same cold starting process has worked (unless, as Grumpy mentioned, the saw has been sitting for a long time).
1. Throttle on start detent
2. Choke full on
3. Check ignition is on smile
4. Pull starter, anything up to 3 times, usually, and the engine will "burp"
5. Choke off
6. Pull starter again - engine runs - let it warm up for 20-30 seconds before letting it idle.
I have found the smaller saws in particular to be very sensitive to dirty air filters/old spark plugs.

Light travels faster than sound:
This is why some people appear to be bright, until you hear them speak!