Ok, good news!
The fuel down the plug hole helped and she's started, albeit reluctantly with a bit of help from the throttle (choke didn't seem to do much), so possibly not getting enough air.
After it has warmed, the idle is a bit erratic, so i suspect I have a vacuum leak somewhere, and looks like the exhaust manifold is blowing a bit too.
But at least it's not cutting out and starting a lot easier when warm, so that's something.