RE: 35cc gasser starts hard too,,,,
Jim,
A two-stroke model engine and for that matter, an engine for a weed whacker, chainsaw, back-pack duster, Etc. also need to be flipped over (with the start cord) with the choke closed, only until they pop.
After that, you open the choke fully and it will start.
Such an engine will rarely start with the choke. It is there to draw an initial amount of fuel.
I see nothing wrong with your technique.
Starting becomes easier as time is accumulated on the engine.
If you are sure there is something wrong, contact the dealer who sold the engine to you.
I have seen other gas modelers flipping their 3W and other make engines over many times before getting a first response.