"We got caught with our pants down," Poo-Pourri founder and CEO Suzy Batiz wrote in a 2013 email to her new customers. Batiz was owning up to a supply-­chain snafu that reeked of poor planning, and briefly grounded company operations. The year prior, her odor-eliminating product had made $8 million in revenue. But Batiz had wanted more. So she invested $25,000 in a digital video advertisement--and that's when the s--t hit the fan.

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