According to Page 7 of the manual:
http://www.hunterindustries.com/resources/PDFs/Owners_Manuals/Domestic/lit397enw.pdf
While setting the start Time, press the right arrow button ( > ) to add another start time (you can have up to 4 start times in a day).
To change the 11 minute run time, Page 8 indicates the knob should be turned to "RUN TIMES" and the + / - buttons increase/decrease the length of time the station will run.