We discuss theoretical and experimental preparations for an indirect new physics search using the rare decay B to K*0 (to K pi) l+ l- focusing on CP violating observables. The separation of new physics effects and hadronic uncertainties is the key issue when using flavour observables in a new-physics search. Our analysis is based on QCD factorization and soft-collinear effective theory and critically examines the new physics reach of those observables via a detailed error analysis due to scale dependences, form factors, and other input parameters; we also explore the experimental sensitivities at LHCb using a full-angular fit method; finally, we make the impact of the unknown Lambda/mb corrections manifest in our theoretical predictions.