Well, I figured it out.
For anyone who might be having similar issues, here is what I did:
1. got a new spark plug
2. removed the carburetor (this is accomplished by removing the air filter, and unscrewing the two star-screws/bolts on top of the carb). carefully release the hinge arm and spring release arm (sorry, don't know the technical terms)
3. spray carb cleaner in all jets
4. reassemble the carburetor
5. spray starter fluid directly into the carburetor
6. pull the chord!
the machine started for me on the first pull. I'm positive I had a slightly plugged carb jet. replacing the spark plug didn't hurt