2003 Johnson 90 PLS

[J90PLS]

I am having problems getting the motor to start when its cold. the chokes are closing completely when cold, I push in the key to engage the choke ,the starter engages as normal but it will not start. I have tried to start it without engaging the choke and just a quick shot of starter fluid and it starts up immediately and runs great. Can anyone point me in the right direction? I have also replaced the fuel lines, filters and bulb because the bulb wasn't staying as firm as it used to; it still seems to get softer than I would expect after it has been running. Thank you

[boats.net]

That model should have choke primer solenoid not choke plates, make sure choke primer is working when pushing in on ignition key. Check it for leaks, check plastic piece on top for cracks.