I have been doing app marketing since 2011 when not many people even knew what an app was. All the apps I have worked with have reached Top 5 either overall or in their categories and sometimes I can tell right away if an app is going to ever work or not. Since we don't know much about your app and in which categories it is competing, I can't tell if 10K downloads is impressive or not.
What I suggest is that you find a way to monetize your downloads, so you need to convert all those downloads into paying users. Again, since we do not much about your app it is hard to even suggest if in-app-purchase is good for you or you need another monetization method.
if you wish to talk more about this please give me a call. I'll be happy to help