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The black plastic bellcrank circled in yellow, is the choke. Push the speed control all the way into the choke position, and see if that bellcrank is rotated all the way to its stop, in the anticlockwise direction (viewed from above). That engine will not start from cold without a totally closed choke, especially in winter. If the bellcrank will move anticlockwise even a little bit, we've found one good reason why the engine won't start.