Mercury Outboard won't start

[SVRocinante]

Good Evening folks

Well, started work on the outboard (15hp Mercury 2-stage, tiller controls) yesterday and no luck... here is where I'm at:

1. Fresh Fuel, mixed to "break-in" ratio as per outboard operation manual (25:1)
2. Removed cowl, cleaned fuel filter, cleaned out tons of Japanese Beatle corpses!
3. Replaced both spark plugs
4. Pumped bulb and confirmed fuel is getting at least as far as the fuel filter

Engine turns when cord is pulled (pull is smooth) but does not start... does not even attempt to start. No coughing, no sputtering, nothing.

Any thoughts before I start throwing money at it?

Thanks again!

[Diesel Bill]

Choke working? Got spark? Pull a plug and hold base of plug to head to ground. Have plug wire on plug. Pull rope a few times . You should have a nice fat blue spark. If spark is good then maybe a plugged jet in carb. Try a small spritz of starting fluid into carb and try to start. My 50 H.P. Merc had a grounded ignition switch in the console. Had to disconnect the ignition ground wire on the side of the engine to get it to start.
You'll figure it out. Just keep at it.

[SVRocinante]

Thanks Diesel Bill will give both suggestions a go in the morning... will keep everyone posted on progress.

[SVRocinante]

She's all good!

The primary culprit was the carburetor (residue had really hardened?)
The secondary culprit was the fuel/oil mix - my bad for thinking I should revert back to the high percentage oil mix called for during "break in"

Thanks for the input / advice folks!