CISCO 1720 does not boot from startup config????

[Panther007]

I have a brand new cisco 1720 router. I've built the configuration and saved it to the start-up config using write mem
and copy run start , but when i reboot the router it does not load up the startup config (it acts like a brand new router and wants to go through the setup).... yet if i do sh start , i see the configuration that i've created so basically the config is there but it's not laoding up for some reason when it boots...i've done this a couple of time and it does the same thing every time....any ideas please...

thanks

 

[BOJIKA]

Router(config)#config-register 0x2102
Router#copy startup-config running-config