Bypass the choke and whatever priming mechanism you have, start cranking the engine, then hold the throttle open to clear the fuel.
Being it's a new engine a "little" bit of oil in each spark plug hole now and again would be a good idea. Don't let the cranking wash everything off the walls.
How does the oil smell on the dip stick or oil filler opening? Is there a definite fuel smell? If so you should change that also before too long.
As a long shot, check your electrical to see if you are getting a good spark. Was anything removed or changed between the initial start up?
