Welcome to the forum dang. Please take a minute to add your location to your profile, it gives context to your posts and can help others give better answers to any questions you may have. The bikes vary a bit from Canada, EU and US markets.
EFI can flood the engine. This bike can suffer from wash down in some cases, where the fuel runs down the cylinder walls and washes off the oil, greatly reducing compression and making it hard to start.
As Sierra1 said, and you are doing, key on, wait for the gauge sweep to finish, then crank until it starts. If it seems like it's not catching, go to 3/4 to wide open throttle while you continue to crank and it will often fire off. If you have to repeat, remember to turn the key off since after the first start attempt the headlights will remain on. Turning the key off both 'resets' the ignition and turns off the headlights. The headlight relay only gets power when you let off the starter. But then it will stay on until the key is turned off.
A weak battery can make this problem occur. There is an upgrade battery option for the bike. Instead of the standard YTZ12S with 210CCA, you can opt for a YTZ14S with 230CCA. More lead and a noticeable improvement for most people in how fast it cranks. Some have gone to LithiumIron, (LiFe) batteries with good results too. More $$, more CCAs too.
