Not quite as you describe Mike.
There are usually about 19% of retard on the MAGNETO, which would be 38° on the crank. Give or take.
The notch which controls the arc of the camring is about 11mm long usually and the ring should use all of it.
If it isn't moving 'full arc' then the cable is somehow limiting it owing to poor adjustment or there is an obstruction.
If you start enlarging the notch to try to increase the RETARD, you'll find the plunger on the cable may disengage, so that's a bad idea. You don't want more advance than you've set the timing at. Shrinking the notch is tricky game, but shouldn't be necessary unless your notch is very worn.
Most A10s will start OK with about half the retard used. Needs a firm swing not a tentative poke on the kickstart, but most will also start fully advanced if they have to. The less retard used, the stronger the spark as mags work best at full advance.
(I sent a PM (private message) the other day with a bit more info which I don't think you might have spotted.)