You need to promote your business. Manage the content in your comments section or block comments to stiff-arm the trolls, if they show up.
If they persist, threaten them with legal action. If they continue, report them to law enforcement. Your business reputation is is your livelihood, so do what is necessary to protect it.
All of that said, don't let fear of trolls (or anything) stop you – to succeed, you will need to ignore the naysayers and move forward no matter what they say.
Good luck with your new business!
