DIAGNOSIS This is a complete lack of ignition. The primary suspects are the battery, the fuel shut-off valve, or the engine stop switch.
FIX Execute this checklist in order. First, verify the battery has a charge. Use a multimeter; it must read above 12.6V. Second, ensure the fuel shut-off valve (located on the fuel line near the carburetor) is in the ON position. Third, confirm the red Engine Stop Switch on the control panel is in the RUN (I) position, not the STOP (O) position. Fourth, with the choke fully engaged, pull the starter cord briskly.
IF THAT DIDN'T WORK The spark plug may be fouled or the gap is incorrect. Remove it, clean any carbon deposits, and verify the gap is 0.028-0.031 inches (0.7-0.8 mm). Ensure the spark plug wire is securely attached.
HEADS UP If the unit has been stored, old gasoline in the carburetor is the most probable cause. You will need to drain the carburetor bowl and fuel lines before proceeding with other diagnostics.