Heat n bond lite is very temperamental. Since you said you held the iron on it extra long, I would suspect that is your problem. In appliqué classes at the LQS,we are always reminded to not press any longer than 2-3 seconds. I pressed longer once and it would not stick at all...had to cut a new piece of fabric to appliqué. Love that product, tho, so I am very mindful of the seconds when I am pressing. I don't believe starch has anything to do with your problem...I always starch my pieces.