Good work on telling us make and model. Ped starting systems vary a lot from ped to ped.
Good call by Chris on the plug.
Anyway, determine what kind of "choke" you have. If it is the "flapper" type on the air intake, make sure it closes all the way when you operate the lever. If it is the "auxiliary starting carburetor type", this is typically a plunger alongside the carburetor slide, then check that the cable lifts the plunger a reasonable distance. For this type, you may also want to take the carb off, figure out where it gets gas from and make sure the pasages are clean.