Welcome to the forums,
Could be many issues, probably skipping one step to tun on that engine properly. Make sure safety lanyard is connected to switch. Check both fuel connectors are properly seated, tank air valve is open, prime engine untill bulb is hard, place throttle grip to start position, pull choke fully out, crank engine with hard pulls. Let warm with 1/2 choke, when sufficiently warmed push choke fully in, place grip to idle position. Being new and If still with issues take to dealer, that's what warranty is for.
Happy Boating[/QUOTE
Had trouble every time last year with the new Tohatsu and was anticipating the same this year. Put the boat in yesterday and it started for the first time with one pull. Couldn't believe it and probably won't happen again. We follow your posted routine pretty much but sometimes forget to check the air valve (although it stalled out once because it was closed and ran out of air). It would be a long drive for Tohatsu service so I hope it just needed the winter to rest.
Before you try to crank it turn the throttle well past "start" and then come back to the "start" position before cranking. On mine, if you want the linkage to be where you truly need it to start the motor then you have to do what I just said.