Unlike pressure-driven flows, surface-mediated phoretic flows provide efficient means to drive fluid motion on very small scales. Colloidal particles covered with chemically-active patches with nonzero phoretic mobility (e.g. Janus particles) swim using self-generated gradients, and similar physics can be exploited to create phoretic pumps. Here we analyse in detail the design principles of phoretic pumps and show that for a minimal phoretic pump, consisting of 3 distinct chemical patches, the optimal arrangement of the patches maximizing the flow rate is universal and independent of chemistry.