You might be waiting too long. At 10 months, my girls were still doing 2 ours up and 2 hours down. Heck, my 17 month old still takes a morning nap, and she is only up for 2 or 3 hours beforehand. By 11 or so, she is thinking about lunch.
So, if he gets up at 7, try to put him down at 9:00 or 9:30. Keeping him up two more hours might overtire him, and he will never go down. Since he is new to napping, keep him very active after breakfast - have him walk around the block or something. Then make everything very calm, mimic your night routine as much as you can so he gets the hint, that he is supposed to sleep. And let him cry a little. Check on him every couple of miniutes, but don't pick him up. If he goes down easily at night, it may only be because he is exhausted. YOu may have to teach him how to go to sleep on his own when he isn't exhausted. If you are consistent, I think it will only take a few days.
I might only work on 1-2 naps at first. But at that age, my kids still took three naps (and slept 11-12 hours at night). Keep trying. I think sleep is highly underrated by most parents. I think a lot of parents let their kids go and go and go until they pass out. They need regular down time. YOu will also appreciate this when you have a 3, 4, 5 year old who can have "quiet time" occasionally. I think sleep is the best gift you can give your kids,,, and your self :) He needs to nap, especially as he gets older and busier (and crankier).
About nap schedules, my kids napped regularly by 3-4 months and most of my friends had their kids on naps by 5-6 at the latest. But it is not undoable at this age. Good luck - it's great that you are on top of this!!