You don't have the water container inserted properly. Take it out and put it back in, making sure it's lined up properly and inserted all the way in. The same thing happened to me when I bought a new machine recently, and this was the problem. Once you figure it out it's easy to do it right the next time.
I would unplug the machine. Double check that you have completed all the start up instructions and try it again. If it still doesn't work, I'd return it and get a new machine. My two machines worked out of the box fine and I just got one for my mother-in-law also fine.
Just powered up my unit first time. Filled with water, no filter, inserted cleaning disc barcode down and properly positioned. Turn power on then close the top until click. Green light on, press start and then . . . . . . . .no water comes out. Unit "pumps" for a while then red lights come on at bottom. I'm using RO water.
Should I take the unit back or are we doing something wrong??