To my knowledge, the fuel pump doesn't run when cranking, only before cranking and when running. Now, before you crank, I assume you turn to "Run" and hear the fuel pump buzz and wait until it stops before actually cranking. Try doing this 2 or 3 times before cranking and see if it fires right up. If it does, then you're leaking fuel pressure out too quickly. Leaky injectors (or a CSV) or a leaky fuel pressure regulator could cause this.