Model BJ60ELCEA indicates a 1989 60hp Johnson, Electric, Long Shaft engine, manufactured in Belgium.
B = Belgium
J = Johnson
60 = Hp
E = Electric
L = Long Shaft
C = 8
E = 9
A = Factory run number. Of no consequence.
The large black plastic item just below the electric starter is the VRO pump... pumps both gasoline and oil, mixing the two internally, then delivering that mixture to the carburetors. VRO = Variable Ratio Oil.
That model has the Fuel Primer Solenoid which replaces the choke butterfly setup.
The oil primer bulb needs to be pumped only if repairs are done in that area (oil tank, oil lines, VRO, etc). After that, if the oil bulb is hard, DO NOT pump it further as that will load the carburetors up with excessive oil.
I'm assuming that you have the standard white Johnson control box that has the separate "lift type" warm up throttle lever that advances the throttle without putting the engine into gear.
STARTING PROCEDURE:
Cold Engine... Pump fuel primer bulb up hard, Lift the warm up lever to apply some throttle, turn the key to the START position and PUSH AND HOLD IN the key to activate the primer solenoid to prime the cylinders with fuel. Engine should fire and start within six revolutions. When engine starts, release the key to its normal RUN position.
Hot Engine... Lift warm up lever to apply some throttle, Turn key to the START position. When engine starts, release the key. NOTE... Should engine not start within six revolutions (or very close to it), revert to the Cold Engine start procedure.