Just did a little reading in an I&T shop manual for several models. It states the inner coil should glow red after about five seconds. After ten seconds, burning fuel should begin to drip from plug. No more detail about how long to hold it.
Went on to read in a ym194/240 operation manual to hold it 10 to 15 seconds.
Ginormous, take off the air cleaner cover and watch the steps that Winston described. I sometimes hear a faint 'poof' as the fuel ignites, after 12~15 seconds.
But I think letting it burn and warm the manifold is needed only for extreme cold. Most of the time here (mild climate) the vaporized fuel going into the cylinders is all it needs to fire off. This vapor will ignite easier under compression compared to sprayed fuel from the injectors.
Don't worry about burning out the TS module. They seem to last several years and aren't expensive.
If starting is still difficult, try a hair dryer warming the intake side of the head for 10 minutes, then aimed into the intake while cranking. Your baby will think its a nice warm day.
This all assumes reasonable cranking speed provided by a good battery and suitable winter oil. If winter cranking is too sluggish to fire, then you need a block heater, battery heater, and/or a warm shed as additional steps.
I assume also that you are getting the engine spinning with the compression released, then dropping the compression lever, so that crankshaft inertia assists the starter.