Search for New Physics with Rare Heavy Flavour Decays at LHCb

The LHCb experiment has the potential to observe, or improve significantly the exclusion bounds on New Physics, during the 2010-2011 data-taking period at the LHC. High sensitivity to New Physics contributions is achieved by searching for the rare decay $B^0_s \rightarrow \mu^{+}\mu^{-}$, measuring direct CP violation in $B^0 \rightarrow K^{*}\gamma$ , performing a time dependent analysis of $B^0_s \rightarrow \phi\gamma$ , and making an angular study of the decay $B^0 \rightarrow K^{*}\mu^{+}\mu^{-}$. Preparations for these analyses are presented, and studies are shown of how existing data, for example prompt $J\psi$ events, can be used to validate the analysis strategy.