hi there mate
what radio u using? ,if u are using a transmitter that has forward and reverse,
you will have to hold throttle down to the bottom when u turn the esc on,or it may enter programming mode,if that does'nt work,
reverse the channel and do the above again.
its a rc aeroplane esc forward only,designed for aeroplane tx only,not forward and reverse tx(spectrum or 35mhz tx).
hope this helps.
jabba.