The biggest issue for a smaller company is to generate high quality reviews. I grew their Chrome Extension from only having 5 reviews to over 400+ 5 star reviews. To achieve this you will need to add some simple UI add-ons and make it easy for your users to contact you for support. You want to encourage users to give you reviews but not be overly intrusive. Along with having a third party customer support forum such as Uservoice.com. Negative feedback is always encouraged to help grow the product but we want those users to reach out to us first before giving us a negative rating. Take the time to reach out to every user that gave you a review along with negative reviews. You never know, they might change the negative review to a positive!