"2.lift the cold start lever on the controls about half way..turn the key to run and push it in...turn the key to start" This is incorrect. This is an EFI outboard. If you use the fast idle lever during start-up, It sends false throttle position info to the ECU, and will make it difficult to start. The proper stat-up for this outboard is-
-pump the primer ball to ensure you have fuel to the primary fuel pump.
-turn the key to the ON position, the alarm should beep, and the secondary (high pressure) fuel pump will activate, pressurizing the secondary fuel system. This usually take about 2 seconds, and you should be able to hear when the secondary pump stops.
-now activate the starter, the outboard should start almost immediately.
Once the outboard has started, you can use the fast idle lever to increase rpms and decrease warm-up time, but usually isn't necessary, unless it's really cold out. Pushing the key in (push-to choke function) does absolutely nothing, EFI outboards do not have a choke or enricher.
so, back to the problem. This sounds like a fuel supply problem, most likely on the secondary side (high pressure) of the fuel system. First step should be a fuel pressure test at the vapour separator. Connect a high pressure gauge to the schrader valve on the vapour separator, and run the engine- you should have 57+ psi Continuous.