Consider a firm, Hit Hard, that makes "flak jackets" for Quarterbacks. It just had an earning surprise when news of a competitor that used a new technology to reduce production costs. Hit Hard and the market suddenly realized that cash flow to Hit Hard will decrease by $3.3 million next year until the firm incorporates the new technology into its production process. If the firm has no debt and an equity cost of capital of 8%, what would be the anticipated decrease in the firm's stock price that the markets would immediately incorporate? Hit Hard has 3 million shares outstanding.