It's just still flooded. NEVER use choke the first time when trying to start a flooded saw... I long-arm drop-start them, but don't try this unless you are used to the saw etc..
Take out the plug, turn the saw upside down (make sure ignition is OFF) and pull it over many times to spit out the junk in the crank case.
Then, put in a new plug, and WITHOUT the decomp and WITHOUT the choke (i.e., take it down to choke them lift the lever back to "hot start"), and pull it over fast. If it doens't start in 4 pulls, put it on ground and put your toe under the throttle to open it wide and pull it over fast. if it doesn't start now, you've cleared the flood, likely need choke and just try it like book says.