Junebug, first sparkplugs for this are most likely NGK surface gap design possibly only available from a Mercury dealer. but before spending the $s try an import parts store that is an NGK dealer. They should be able to order them for you for a bunch less. If they are another brand, try a regular auto parts store. The exact plug designed for your engine is very important, dont' try just any one. Starter price? Don't know, check with a Mercury dealer or talk to someone that rebuilds car starters/alternators, they might be able to rebuild it for you. New proper sparkplugs can't hurt a thing and might help. The fact that you stated in your original post that the engine starts and then dies and once running and warmed up it starts fine leads me to believe that the problem likely lies in your starting procedure. Basic caburated engines need extra fuel to start and also warmup. this need is greater the colder the outside temp is. I'm assuming that your manual telling you to hold your key in before "rolling" your engine over tells me that it uses an enrichment pump. Before investing in starter work etc. try this procedure. First trim it down slightly beyond level. Second prime the bulb till firm. Third turn the key to run [not all the way to start] and push the key in for 3 to 6 seconds [3 if 60+ degrees 6 if 40 or below]. Forth hold the throttle open slightly and turn the key to start while also pushing in the key. Fifth when the engine fires let go of the key but keep the throttle open some watching not to rev it too high. Sixth if it tries to die push the key in only for 1or 2 seconds immediately the second it hints of dying. Seventh each time it hints of dying repeat step 6 until it runs on its own. Pushing in the key adds more fuel for initial startup and also during the warmup. If it is only used before the first fireup it will die out from not having enough fuel to keep it running so keep pushing the key in to keep it running until it wants to keep running on it's own it may take 5 to ten pushes during a 10 to 30 second period depending on the temp. Lastly if if it fails to fire in the first 5 to 10 second let out on the key or it may flood. If you still have trouble have a Mercury tech start it from cold with you present in a test tank or on a hose to see if there is a problem or if there is something wrong with your tecnique. Good Luck... Fishhawk PS write the steps down, I know I couldn't remember all of them!