One can try and dump "first" on opening and buy back later or just wait for the carnage - buy at the bottom, and then slowly sell original shares for the tax loss. Or sell and move on. Or do nothing and wait.

Depends on your belief/confidence in company. If you haven't taken the time to speak with these guys - it would probably be well worth it. At least you will get an idea how they think and what they are up against as well as their enthusiasm and passion for the brand.